Brewery Ommegang, HBO Collaborate
High-end beer brewery Ommegang and HBO are partnering on a series of beers inspired by the critically acclaimed drama "Game of Thrones."
The first beer, a blonde ale called Iron Throne, coincides with the show’s season three debut on March 31.
Iron Thronewill be nationally available on draft and in 750ml bottles, for the suggested retail price of $8.50 per bottle, beginning in mid- to late March and will be followed by the launch of additional beers.
The partnership will be promoted by Ommegang on Twitter: @BreweryOmmegang , Facebook.com/Ommegang and Instagram: @BreweryOmmegang.
Unlike previous efforts by brewers which were typically executed as ‘brewed under license’ arrangements or straightforward product placement pushes, the collaboration between Ommegang and HBO is focused on developing unique beers that are named and crafted to directly tie into themes and nuances of the medieval-like fantasy realm of Westeros and the surrounding kingdoms, where the competition to sit on the Iron Throne is fierce and deadly.
Simon Thorpe, president and CEO of Brewery Ommegang and Duvel Moortgat USA, called it “a unique partnership for two unique brands.”
The Cooperstown-N.Y.-based brewery aimed to make the beer truly reflect aspects from the show, said Phil Leinhart, Brewmaster at Brewery Ommegang,
“It made us approach development in a completely new way and I think the first edition Iron Throne reveals that,” he said. “With a Lannister currently on the throne, it made sense to do a delicate, but piercing Golden Blonde Ale with Noble hops. Iron Throne iscertainly fair in color and soft in appearance, yet it still possesses a complexity and bite to be on guard for.”
Brewery Ommegang, part of the Belgian brewer Duvel Moortgat family, opened in 1997 to craft-brew fine Belgian-style ales. Ommegang creates six ales year-round, as well as a range of seasonal and specialty ales.