The release blends classic beer culture with deep franchise affinity leading into Halloween as well as Peacock and A24's highly anticipated “Crystal Lake” series.

“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., in a statement. “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 Co., 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.”

Hannah Barnett, brand director of Pabst, added: “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.”

Beginning September through Friday, Nov. 13, the promotion will engage consumers across the country through a mix of experiential, retail, and digital touchpoints:

•    New York Comic Con (Oct. 8-11): PBR x Jason Universe nightlife takeovers will host fans at local venues surrounding NYCC.

•    The Fest 24 (Oct. 23-25): The collaboration brings Jason-themed PBR swag to key downtown venues and partner bars throughout the multi-day indie music festival.

•    Nationwide Watch Parties: On Oct. 15, PBR x Jason Universe will partner with top-tier horror creators to host Crystal Lake-themed watch parties, backed by capsule merchandise, including collectible popcorn buckets.

•    National Sweepstakes & Retail Displays: Supported by towering 6-foot retail standees — and featuring custom 3-foot Jason Voorhees bobbleheads on display at select stores — fans can enter a nationwide sweepstakes across social platforms for a chance to win one of these oversized collectibles, Jason x PBR-themed merchandise and more.

•    Seasonal Micro-Campaigns: Immersive digital activations will trigger all autumn long, specifically celebrating Halloween, National Hockey Mask Day (Nov. 1), and a “Last Chance to Buy” campaign fittingly landing on Friday, Nov. 13.