Godzilla will cap its 70th birthday year, with a gargantuan return to America in collaboration with Pabst Blue Ribbon this Fall. PBR, in partnership with Toho International, will switch out its iconic Blue Ribbon can design for original new Godzilla-themed cans, ensuring the world of Godzilla will loom large on over 60 million Pabst Blue Ribbon cans and boxes this fall.
The Godzilla cans are an evolution of Pabst’s long-standing art can series, which has previously put original artwork on hundreds of millions of Pabst Blue Ribbon cans. For the Godzilla designs, Pabst tapped official Godzilla artist, Attack Peter, to create four original images using his signature hard-carved linoleum block print technique. Attack Peter’s Godzilla-related images will be stomped all over Pabst Blue Ribbon cans and boxes that arrive in stores in October.
“Bringing the legendary Godzilla character into PBR’s world is massive on its own, but teaming up with Attack Peter on the designs completely leveled this partnership up. His style and process of hand-carving these illustrations continues to push the boundaries of what the PBR art series is all about,” said Rachel Keeton, Sr. Brand Director – Pabst Blue Ribbon.
The bold, black and white designs unleash an epic and monstrous new look for Pabst Blue Ribbon and Godzilla that’s both collectible and unforgettable. The signature Godzilla design will cover PBR cans and packaging, other than single-serve 25-oz cans, which go even bigger by featuring three additional Kaiju designs from AttackPeter. A limited number of Godzilla cans will have a special ‘blue atomic breath effect’, which turns the can blue when it reaches the perfect frosty cold temperature.
“At Toho International, we’re always looking for innovative ways to expand Godzilla’s presence in culture,” said Kristin Parcell, General Manager of Toho International. “Partnering with Pabst Blue Ribbon, a historic brand with a rich legacy and passionate following fit for the King of Monsters, allows us to engage fans in a fresh and dynamic way.”
“The King of the Monsters has smashed open so many doors for me and today is a continuation of that epic journey!” added Attack Peter. “I’m so incredibly fortunate to work alongside Toho International and Pabst Blue Ribbon to bring my linoleum block print designs honoring Godzilla, Mothra, Mechagodzilla and King Ghidorah from my studio in Miami into your coolers, parties and anywhere else that calls for a monster sized celebration!”
From the towering Mechagodzilla to the three-headed King Ghidorah and flying Mothra to The King of Monsters Godzilla, every can’s intricate backdrop, inspired by Japanese mythology, tells its own story — celebrating 70 years of Godzilla’s legacy and Pabst Blue Ribbon’s commitment to championing boundary-pushing artists.
Attack Peter (Peter Santa-Maria) is a Cuban-American artist and creative director known for his bold, hand-carved linoleum block prints and collectible figure designs that fuse traditional techniques with modern pop culture. He has worked on iconic projects spanning posters, toys, and high-profile collaborations with franchises like Godzilla, Creature from the Black Lagoon, Alien, and Friday the 13th, making him a leading voice in contemporary pop-culture art and collectibles.
About Pabst Brewing Company
Since its founding in 1844, Pabst Blue Ribbon, the original American lager beer, has been connecting with local communities across America. Pabst Blue Ribbon engages and supports individuals who are passionate about forging their own path in life, and will continue to empower new generations who believe in the future of America. Pabst Blue Ribbon is owned by Pabst Brewing Company. American-owned and operated since its founding in Milwaukee in 1844, Pabst is one of America’s largest privately held brewing companies. For more information, please visit pabst.com.
ABOUT TOHO INTERNATIONAL
Toho International, Inc., the Japanese studio’s U.S.-based subsidiary, has brought classic Godzilla, with 70 years of storytelling and monster mayhem, brand awareness and excitement to audiences around the world through a comprehensive licensing program spanning toys & collectibles, gaming, apparel, accessories, publishing, seasonal, housewares, food & beverage, and many more categories. With over 25 live-action films, numerous animated films and series, and more action-packed new content to come, Toho has captured the love and attention of Godzilla fans from all across the globe. Always-on content accessible across multiple streaming platforms has put Godzilla and other Toho monsters at the forefront of consumers’ minds as the franchise gears up for an exciting next generation of storytelling and fandom.
