Wearable Masks and Halloween Merch Launch Autumn Partnership Pabst Blue Ribbon and Horror Inc. have announced a fall collaboration featuring limited-edition packaging designed as a wearable Jason Voorhees hockey mask, timed to coincide with Peacock and A24's "Crystal Lake" series and the Halloween season. The partnership rolls out through November 13 with merchandise including apparel, glassware, bobbleheads, tap handles, and koozies. The 12-pack packaging can be cut to form a mask or worn whole as a costume accessory. "Jason's hockey mask is instantly recognizable, so making it wearable right off the pack was a no-brainer for us," said Robbie Barsamian, Executive Vice President of Horror, Inc. "Teaming up with PBR gives fans a cool, hands-on way to rep Jason just as momentum builds for Halloween." Zac Nadile, Head of Brand Strategy at Pabst Brewing Company, added: "Pabst and Jason are two American icons that have each played their own part in Halloween fun for generations, so bringing them together just made sense. We turned a 12-pack into a Jason mask and, in the process, solved that all-too-familiar problem of figuring out a last-minute Halloween costume. Cut out the mask, or just wear the whole box on your head…either way, you'll likely still have one of the best costumes of the night."

## Experiential Rollout Across Key Markets The campaign spans experiential, retail, and digital channels through November: - New York Comic Con (Oct. 8–11): Jason Universe nightlife takeovers at local venues surrounding NYCC
- The Fest 24 (Oct. 23–25): Jason-themed PBR swag at downtown venues and partner bars during the indie music festival
- October 15 Watch Parties: Crystal Lake-themed viewing events hosted with horror creators, featuring collectible popcorn buckets
- Retail Displays: 6-foot standees and 3-foot Jason bobbleheads at select stores; nationwide sweepstakes for collectibles and merchandise
- Digital Campaigns: Activations tied to Halloween, National Hockey Mask Day (Nov. 1), and a "Last Chance to Buy" push on Friday, November 13 Hannah Barnett, Brand Director of Pabst, noted: "I look forward to bars and Halloween parties alike filled with Pabst Jason masks this October. We kindly ask that people consider cutting out an additional hole for drinking PBRs."

Why It Matters

The collaboration targets a dual consumer base—horror fans and beer drinkers—during peak seasonal purchasing. For on-premise and retail operators, the campaign signals demand for licensed horror merchandise and experiential tie-ins that can drive foot traffic and incremental beer sales through November.

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Written by FBM Publications Editors