Pabst Rolls Out Godzilla-Branded 99-Packs

If you like PBR we’ve got a doozy for you. Pabst has continued its collaboration with Godzilla by selling limited edition 99-packs. These feature a unique can design and massive cardboard packaging. Whether you mount in on the wall or drink it one night, this is a unique opportunity for resellers looking to save some money ahead of Super Bowl Sunday.

The 99-pack ties into PBR’s football marketing push, featuring ATTACK Peter’s Godzilla artwork across the massive box. Pabst hasn’t released official pricing, but expect around $150 give or take based on their previous large-format releases. That breaks down to roughly $1.50 per beer, which is standard pricing for PBR in bulk.

This is rolling out to select retailers nationally, but the distribution is extremely limited. Stores are getting between 1 and 5 packs total, so your local spot might have one or none. Check liquor stores in your area and ask specifically about the Godzilla 99-pack. Some locations have already received their allocation and are selling now despite the “soon” announcement suggesting a later drop.

Here’s the reality check: you can’t legally resell alcohol on most platforms. eBay, Facebook Marketplace, and Mercari all prohibit alcohol sales in their terms of service. The actual flip here is the packaging itself after you’ve consumed or given away the beer. Keep that box pristine, and you’ve got a limited-edition collectible piece of Godzilla and beer crossover merchandise.

Focus on independent liquor stores and regional chains rather than big-box retailers. These limited PBR releases typically go through specialty accounts that already carry their craft and special edition products. If your local store doesn’t have it, ask if they know which distributor is handling it in your area.

The Super Bowl timing matters here. Pabst is pushing this as a football watching product, so expect whatever remaining inventory to hit shelves in the next few weeks as we get closer to the game. If stores near you haven’t received shipments yet, check back weekly leading up to early February.

Note that we cannot encourage anyone to resell alcohol without the proper license. That said, 99 beers is a lot for anyone to drink, so make sure you find some friends to share it with. If they want to kick in a few bucks, who would complain?

The actual resale angle is the empty packaging after you’ve dealt with the beer. We’ve seen this work before with the Shohei Ohtani Coors collaboration where empty $17 cans flipped for up to $120 on eBay. Collectors buy branded packaging from limited releases, especially when it ties sports, pop culture, or in this case, a kaiju icon like Godzilla.

If you’re buying PBR for the Super Bowl anyway, absolutely grab one of these if you find it. You’re getting your beer and a potential collectible for the same price you’d pay for a regular bulk purchase. The packaging might flip for something, or at minimum you’ve got a conversation piece.

If you don’t drink PBR and you’re purely trying to flip this, the math gets tighter. You’re spending ~$150 hoping to sell the empty packaging. Collectors might be willing to pay, but they also might not, and good luck getting a refund on this box.

The real winner here is the PBR fan who wants the Godzilla branding and happens to catch this at their local store. You get your beer, you keep the packaging, and if it sells later, great. If not, you still got what you paid for in beer at a fair bulk rate.