Campbell's and Pabst Blue Ribbon Collaboration Hits Store Shelves

Campbell's Chunky x Pabst Blue Ribbon Soups

Pabst Blue Ribbon is making a bold leap into the packaged food space through an unexpected and flavorful collaboration with Campbell’s, ushering in an exciting new chapter for the iconic beer brand. Long known for its laid-back attitude and rich heritage, Pabst is now expanding beyond the beverage aisle and into the world of comfort food—proving that brand innovation knows no boundaries. This partnership reflects the rising trend of cross-category brand collaborations and showcases Pabst’s ability to evolve while continuing to surprise and delight fans.

The two flavors include:

• Beer Cheese with Potatoes & Chorizo Soup: Packed with savory chorizo sausage and hearty potatoes simmered in creamy cheese infused with Pabst Blue Ribbon Beer flavor.

• Beef, Bacon & Beer Chili with Beans: Features seasoned beef, hearty beans and smoky bacon, all infused with Pabst Blue Ribbon Beer flavor.

What began as a bold idea has transformed into products that truly captures the best of both worlds. Whether you're a fan of Campbell’s chunky, satisfying recipes or a die-hard PBR loyalist, this collaboration serves up something completely fresh. The result is a one-of-a-kind pairing that blends comfort and refreshment in a way that defies expectations. It's not just a soup, it's an experience, a shared moment, and a celebration of what happens when two cultural icons come together to do something truly different.

“This is the ultimate flavor collaboration,” says Ryan Pawling, senior brand manager, Campbell’s Chunky. “Our fans love bold, unexpected taste experiences and pairing Chunky’s hearty recipes with the iconic, malty flavor of PBR brings something totally unique to the soup aisle.” 

“We always like to do things a little differently at Pabst, so when the opportunity came to work with an iconic brand like Chunky, we knew this was a no brainer,” says Rachel Keeton, senior brand director, Pabst. “It’s a bold, unexpected collaboration that celebrates flavor, fun and the spirit of both brands, and we're excited to stir things up." 

To kick off the launch, Campbell’s and Pabst are hosting a “dive bar takeover” on August 21 from 6–10 p.m. at Ray’s Bar in New York City. Attendees will get a first taste of the new Chunky x PBR soup and chili alongside an ice-cold PBR, plus exclusive merch and a chance to get “Chunky-fied” by an on-site caricature artist.

The celebration continues on the road starting September 3, with a month-long food truck sampling tour hitting Walmart stores across the country to offer free tastings to fans nationwide.

Here’s to flavor, fun, and fearless brand licensing partnerships. Cheers! 🍻🍲

Quotes from USA Today & License Global

#BrandLicensing #FoodCollaborations