This is the Sixer cooler jacket developed by outdoor gear company 686 in collaboration with Pabst Blue Ribbon. The jacket was designed to be able to hold a full 12-pack of 12 to 24-ounce PBR cans using the exterior pockets and interior pouches. I bet those beers on your lower back must feel real nice. Obviously, this is the perfect jacket to wear to the theater for a long movie so you can stay properly hydrated. Plus as you finish your beers you can pee in your empties so you don't have to make a trip to the bathroom and miss anything. "I'm not peeing in the empties." PEE IN THE EMPTIES.
Keep going for several more photos and a video about the jacket.
Thanks to n0nentity, who agrees the easiest way to keep your beer cold is making a friend carry a cooler.