PBR x RMU Just Dropped New Skis, Is This “Peak Ski Culture”?

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Pabst Blue Ribbon Beer and skiing have a long history together, and it’s not just the kind of history that happens in divey après mountain town bars, ski movie premieres, or with cans snuck onto chairlifts. Every few years, we’ll see the legendary Blue Ribbon show up on the topsheets of a pair of skis proudly sported in a liftline or retired to the wall of a favored room in the house.

This year, RMU Skis (no strangers to the beer business themselves) teamed up with PBR and Portland-based tattoo artist and multimedia creator known as “Fast Eddy” to re-decorate a pair of their most popular skis: the Apostle 106.

“Partnering with PBR on the PBR x RMU Apostle 106 ski has been an absolute blast. This graphic is easily one of the raddest collabs we’ve ever worked on, and seeing our community’s reaction has been unreal,” says RMU Skis Marketing Director Robby Burleson, in a press release.

The ski topsheets feature a large dinosaur-like monster (perhaps a Styracosaurus?) about to crush yet another can of the American lager beer. Fast Eddy’s distinct style combines loud, bright colors and cartoonishly nightmarish elements. The Apostle 106 is RMU’s hard-charging twin-rocker all mountain ski.

PBR logos on topsheets have a long history in skiing, and I bet the odds are good you’ve seen a pair out in the wild (or even owned some) if you’ve been skiing for long enough. Some favorites in the recent past include the ever-classic K2 x PBR “Brewskis” or the Lib Tech Wreckreate collab. You can even find a pair of the K2s for sale on eBay right now.