Campbell’s is teaming up with Pabst Blue Ribbon (PBR) to launch beer-flavored Chunky soups, aiming to capture more at-home diners amid rising consumer demand for soup. Available exclusively at Walmart starting this month, the line features two bold varieties: Beer Cheese with Potatoes and Chorizo, and Beef, Bacon and Beer Chili with Beans. Campbell’s suggests consumers enjoy the soups directly from the can or as creative toppings on foods like hot dogs and nachos.
Chunky soup, first launched 55 years ago and long marketed toward men, has a strong history of sports branding, becoming the official soup of the NFL in 1997. The PBR partnership reinforces this masculine, hearty positioning while adding novelty through beer’s cultural resonance.
According to FoodDive, the move comes as Campbell’s wet soup portfolio has posted six straight quarters of volume share growth, aided by younger consumers and budget-conscious households turning to convenient, filling meals at home. By introducing a beer-inspired flavor, Campbell’s seeks to strengthen Chunky’s appeal among existing fans while attracting new trial users drawn by the collaboration. The brand’s senior manager described the offering as “the ultimate flavor collaboration,” designed to deliver a bold, unexpected taste experience.
Campbell’s also faces heightened competition in the soup aisle. General Mills’ Progresso recently launched its Pitmaster line, featuring barbecue-inspired soups with meat, roasted vegetables, and higher protein content. This underscores a wider industry trend toward innovation, with companies seeking to differentiate through unique flavors, formats, and co-branding strategies.
Overall, the Campbell’s–PBR collaboration highlights how iconic food and beverage brands are leveraging partnerships to re-energize traditional categories. By pairing a classic beer label with a long-established soup brand, Campbell’s is betting that bold flavor, nostalgia, and cultural tie-ins can drive consumer excitement and incremental growth in a competitive market.
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