There are two things you don’t expect to see on the same label: “Pabst Blue Ribbon” and “soup.” But here we are.
Campbell’s is taking its Chunky line to a place that feels more like a dive bar than a grocery store aisle, partnering with Pabst Blue Ribbon to launch two beer-infused soups: Beer Cheese with Potatoes and Chorizo and Beef, Bacon and Beer Chili with Beans. And in case you’re wondering—yes, you’re supposed to eat it straight from the can, or dump it on nachos like some sort of tailgate demigod.
It’s soup, but make it beer
Let’s be honest, this isn’t about subtlety. It’s about cracking open a can of nostalgia and shoving it into something hot, cheesy, and aggressively masculine. Campbell’s has been riding the “hearty soup for dudes” wave since it launched Chunky 55 years ago. And after six straight quarters of volume growth (thanks to more people eating at home), it’s clearly not slowing down.
So now we’ve got soup that drinks like a beer commercial. One flavor packs chorizo, cheddar, and a malty PBR punch. The other throws beef, bacon, beans, and beer into a chili that sounds like it belongs at a tractor pull.
Bold move, or perfect storm?
On the surface, this is a flavor collab nobody asked for. But dig a little deeper, and it starts to make sense. Inflation’s still squeezing wallets, grocery store dinners are on the rise, and novelty wins eyeballs (and stomachs). Toss in the fact that Campbell’s is targeting a younger, male demographic—and suddenly this is less about gimmick and more about smart placement.
It’s also a nice jab at Progresso, Campbell’s main rival in the soup game, who just rolled out their own BBQ-themed lineup under the Pitmaster label. That line goes hard on smoked meat and protein. Campbell’s just upped the ante by adding alcohol—sort of.
Will people buy it?
Walmart seems to think so—they’ve got exclusive rights to the launch. And for Campbell’s, this isn’t just about a novelty bump. It’s a test balloon to see if beer branding can drive repeat purchases from a younger crowd that sees soup as something more than sad leftovers.
Whether this actually tastes good is another question. But that probably misses the point. These are cans built for guys who want to microwave something that feels like a meal and a story. It’s dinner with a punchline. Or maybe a hangover cure disguised as dinner.
Either way, if you see someone spooning chili out of a PBR-labeled can at a football tailgate this fall, just know, it’s not a joke. It’s dinner. And maybe, the future of soup.