The Daily Star
---- — Brewery Ommegang is partnering with HBO to produce a series of new beers inspired by the HBO drama “Game of Thrones.”
A blonde ale, Iron Throne, will be the first product in the series and will be released in conjunction with the March 31 debut of Season 3 of “Game of Thrones,” the brewery said in a media release this week.
The collaboration focuses on developing beers 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.
“We are extremely pleased to have selected Brewery Ommegang,” said Josh Goodstadt, director of global licensing for HBO. “Ommegang’s expertise and attention to detail in the industry make them the perfect fit for the ‘Game of Thrones brand.’”
“What better partner for our brewery, which prides itself on re-imagining the best of beer?” asked Simon Thorpe, president and chief executive of Brewery Ommegang and Duvel Moortgat USA, Ommegang’s parent company. “‘Game of Thrones’ is rich, fascinating, complex, daring and unexpected. Many lovers of Ommegang feel the same way about our fine ales.”
“No one enjoys their job more than I do — producing and developing new brews to delight lovers of fine beer,” Ommegang brewmaster Phil Leinhart said. “It made us approach development in a completely new way, and I think the first edition Iron Throne reveals that. With a Lannister currently on the throne, it made sense to do a delicate, but piercing Golden Blonde Ale with Noble hops.”
Iron Throne will be nationally available on draft and in 750-milliliter 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.
Brewery Ommegang, part of the Belgian brewer Duvel Moortgat family, opened in 1997 to craft-brew Belgian-style ales. It creates six ales year-round, as well as an extensive and imaginative range of seasonal and specialty ales. The beers have won a national following by connoisseurs of fine beer and are distributed in 45 states and internationally.
HBO Global Licensing officially licenses the HBO brand for the development and merchandising of product lines inspired by the network’s programming. Licensed items include apparel, jewelry, digital and CD soundtracks, games, books as well as exclusive, premium collections in partnership with upscale, designer brands.