When Campbell's Chunky and Pabst Blue Ribbon announced they were teaming up to make soup with beer, people didn’t just raise an eyebrow—they reached for a spoon. On August 18, 2025, the two iconic American brands revealed two new beer-infused soups, available exclusively at Walmart stores nationwide. And yes, it’s exactly as weird—and as wonderful—as it sounds.
The Ultimate Flavor Collision
The collaboration isn’t just a gimmick. It’s a carefully crafted, protein-packed, flavor-forward experiment: Campbell's Chunky x Pabst Blue Ribbon Beer Cheese with Potatoes & Chorizo Soup, and Beef, Bacon & Beer Chili with Beans. Both deliver 22 grams of protein per serving, a number that’s not just impressive for soup—it’s competitive with many pre-packaged meals. The cheese soup swirls in the malty, slightly hoppy character of PBR, layered with Spanish chorizo and tender potatoes. The chili? Smoky bacon, kidney beans, and a tomato broth kissed with beer, designed to warm you from the inside out."This is the ultimate flavor collaboration," said Ryan Pawling, Senior Brand Manager for Campbell's Chunky, during the August 18 announcement in Camden, N.J. "Our fans love unexpected taste experiences. Pairing Chunky’s recipes with PBR’s iconic flavor brings something uniquely satisfying to the soup aisle."
That sentiment was echoed by Rachel Keeton, Senior Brand Director at Pabst Blue Ribbon. "We always like to do things a little differently at Pabst," she told American Craft Beer. "When the opportunity came to work with an iconic brand like Chunky, we knew this was a no-brainer. It’s bold. It’s fun. And it’s made for real life."
From Dive Bars to Food Trucks
The launch didn’t happen in a boardroom—it happened in a bar. On August 21, 2025, Ray’s Bar in New York City hosted a dive-bar takeover, where the first batches of soup were served alongside ice-cold PBR. Attendees got caricatures—"Chunky-fied" versions of themselves—and limited-edition merch. It wasn’t just marketing. It was a cultural moment.That energy is now hitting the road. Starting September 3, 2025, a nationwide food truck tour will roll into Walmart parking lots for exactly one month. No tickets needed. Just show up hungry. The trucks will serve samples of both soups, paired with PBR, turning grocery runs into impromptu street festivals.
Why Now? The Strategy Behind the Soup
This isn’t random. Campbell's Company, founded in 1869, launched Chunky soup in 1970 specifically targeting male consumers—and by 1997, it became the official soup of the NFL. That legacy matters. But in June 2025, the company reported its sixth straight quarter of volume growth in its wet soup line, driven largely by younger households. Inflation has made people cook more at home. And they’re craving bold flavors—not just comfort."We’re not just selling soup," said one internal strategist familiar with the campaign. "We’re selling an experience. A moment. A reason to pause after work, crack open a warm one, and eat something that feels like a reward."
The move also cuts through the noise in a crowded market. While General Mills' Progresso leans into organic and global flavors, Campbell's Chunky is doubling down on nostalgia, beer, and masculinity—not as stereotypes, but as authentic touchpoints. Food Dive noted this collaboration gives Chunky a "new reason to try," especially for PBR’s loyal, often younger, fanbase.
How to Eat It (Yes, There’s a Right Way)
These aren’t just spoonable soups. They’re versatile. According to Campbell's’ own marketing, the Beer Cheese soup shines in a bread bowl, topped with extra cheese, or alongside soft pretzels. The Beef, Bacon & Beer Chili? Perfect over nachos, on top of a stadium hot dog, or ladled into a mug on a crisp fall evening. The packaging? Still classic Chunky—canned, sturdy, familiar. But the label? Now features PBR’s blue ribbon logo, subtly bold.The timing? Perfect. As Campbell's Company noted in its September 15, 2025 newsroom post, this arrives "just in time for soup season." Fall is coming. The weather’s cooling. And people are looking for meals that feel hearty, honest, and a little rebellious.
What This Means for the Future of Food
This isn’t the first time beer has met soup—but it’s the first time a national brand has married them so deliberately, so publicly. It signals a shift: food companies are no longer just competing on nutrition or price. They’re competing on emotion, on identity, on shared rituals. PBR isn’t just a beer—it’s a cultural shorthand for unpretentious enjoyment. Chunky isn’t just soup—it’s the meal your dad made when you came home from high school football practice.And now, they’re together. In a can. At Walmart. For a limited time. Which means if you want to try it, you’d better move fast. Supplies are expected to run out by late 2025.
Frequently Asked Questions
Are these soups actually made with real beer?
Yes. Both soups use real Pabst Blue Ribbon beer as a core ingredient, not just flavoring. The beer is cooked down during production to reduce alcohol content while preserving the malty, slightly hoppy notes that define PBR’s taste. Campbell’s confirms the alcohol content is negligible—under 0.5%—making it safe for most consumers, including those avoiding alcohol for health or religious reasons.
Where can I buy these soups?
These limited-edition soups are available exclusively at Walmart stores nationwide, both in-store and online via Walmart.com. They will not be sold at Target, Kroger, or other retailers. Due to high demand and limited production, availability varies by region, and many locations may sell out quickly. Walmart recommends checking local inventory via their app before making a trip.
Why did Campbell’s choose Pabst Blue Ribbon over other beer brands?
Pabst Blue Ribbon has a decades-long reputation as the beer of choice for blue-collar workers, sports fans, and people who value authenticity over branding. Its low-key, unpretentious image aligns perfectly with Chunky’s heritage as a no-frills, hearty meal. Other beer brands might have more prestige, but none match PBR’s cultural resonance with the exact demographic Campbell’s wants to reach: men 25–45 who enjoy casual, flavorful food at home.
Do these soups taste like beer?
Not overwhelmingly. The beer adds depth—not bitterness. Tasters describe the Cheese & Chorizo as rich and savory with a subtle malty backbone, while the Chili has a smoky, earthy complexity that lingers after each spoonful. It’s more like "beer-infused" than "beer-flavored." If you’ve ever added a splash of stout to a beef stew, you’ll recognize the effect: it enhances, not dominates.
Is this a permanent product line?
No. This is a limited-time collaboration, available only while supplies last through late 2025. Campbell’s has not announced plans to continue the line beyond this season. The company treats it as a marketing experiment to test consumer appetite for bold, unconventional flavor pairings. If demand exceeds expectations, a second wave could be possible—but nothing is confirmed.
How does this fit into Campbell’s broader strategy?
Campbell’s has been aggressively reinventing its wet soup portfolio since 2023, focusing on higher protein, bold flavors, and meal occasions beyond just "soup night." This collaboration is the boldest step yet—blending alcohol, nostalgia, and convenience into one product. It’s designed to attract younger consumers who don’t see soup as "old-fashioned," and to re-engage lapsed male buyers who associate Chunky with their childhood. Early sales data suggest it’s working.
