The King of Monsters is colossal not just in size, but also in terms of pop culture footprint. As it gears up for a highly anticipated return to the big screen in Godzilla Minus Zero, releasing in late 2026 as a sequel to Yamazaki Takashi’s original kaiju hit, Pabst Blue Ribbon is celebrating Godzilla‘s 70th anniversary with a special 99-pack collaboration.
Limited to only 4,000 units, it features the monster icon himself, Mothra, and King Ghidorah in an all-new, original illustration by artist ATTACK Peter, marking a second collaboration between both parties. As the name suggests, the 99-pack comprises, well, 99 cans of beer – 16.5 times bigger than the standard six – and weighs in at a whopping 80 pounds (36.28 kg).
“A WHAT pack?? That was my first reaction when the gang at PBR asked me to team up on this design! The 99 pack is one of the coolest things I’ve ever seen, and I knew they were going to MOVE so I incorporated some designs of the Ghidorah and Mechagodzilla soaring into action! And don’t underestimate the Mothra larva crawling its way onto the package; they’re no strangers to mixing it up with the biggest bads,” said Peter in a statement.
The Godzilla and Pabst Blue Ribbon lineup is available for US$99, which translates to US$1 per can, and will certainly be a welcome companion for kaiju enthusiasts, beer lovers, and Super Bowl fans (or a combination of any). It represents the first return of the 99-pack since 2023 and the maiden effort for a major event such as the Super Bowl, following its debut in 2019.
“Our fans get fired up about the 99-pack, and we’ve brought it back a handful of times throughout the years to bring some fun to the beer aisle,” said senior brand director Rachel Keeton (via Forbes). “But we’ve never tied it to an occasion like the Big Game. We can’t wait to see how the fans make this pack their own to celebrate the post-season.”
While the collaboration is only available in the U.S., overseas kaiju fans can look forward to various projects and initiatives in the pipeline. Alongside the release of Godzilla Minus Zero on 6 November, there’s also Godzilla X Kong: Supernova for the big screen, Season 2 of Monarch: Legacy of Monsters, premiering on Apple TV in February, and a Godzilla and Romeo & Juliet comic mash-up. The King of Monsters also invaded Tokyo’s Haneda Airport as part of its 70th anniversary celebrations last October, greeting visitors in all of its 40-metre glory.
Si Jia is a casual geek at heart – or as casual as someone with Sephiroth’s theme on her Spotify playlist can get. A fan of movies, games, and Japanese culture, Si Jia’s greatest weakness is the Steam Summer Sale. Or any Steam sale, really.
Kevin Low
