PBR Just Made The Most Resourceful Halloween Costume At The Party

PBR may have just solved the annual problem of realizing you need a Halloween costume approximately 45 minutes before the party.

Pabst Blue Ribbon is teaming up with Horror Inc. for a limited-edition Jason Voorhees collaboration that turns its 12-pack packaging into a wearable version of the slasher icon’s hockey mask. You can cut the mask out of the box or, apparently, throw the whole damn 12-pack over your head and be IG photo dump ready.

The collaboration brings together PBR and the Friday the 13th villain ahead of Halloween and the upcoming Crystal Lake series from Peacock and A24. Along with the wearable packaging, fans can expect a collection of Jason-themed apparel, glassware, koozies, tap handles, tackers, and bobbleheads.

PBR Brand Director Hannah Barnett offered one important piece of practical, yet clutch, advice for anyone choosing to throw the pack over your head: consider cutting out an additional hole for drinking your beer.

The collab will creep into bars, stores, festivals, and events throughout the fall. PBR and Jason Universe are planning nightlife takeovers around New York Comic Con from October 8 through 11, followed by appearances at The Fest 24 from October 23 through 25.

On October 15, the brands will also partner with horror creators for nationwide Crystal Lake-themed watch parties featuring capsule merch and collectible popcorn buckets.

Things get considerably larger at retail, where select stores will display six-foot promotional standees and custom three-foot Jason Voorhees bobbleheads. A nationwide social sweepstakes will give fans a chance to win the oversized bobbleheads along with other Jason x PBR merch.

The campaign kicks off in September and, in a bit of scheduling that deserves recognition, runs through Friday, November 13.