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Bheer Is Coming

You don't have to drink to enjoy GAME OF THRONES (or my books, for that matter)... but, hey, it can't hurt.

The latest deal from HBO's amazing marketing and subrights division is (three blasts on a warhorn, please): BEER.

(Or BHEER as trufans call it)

Really BIG bottles of bheer too. Robert Baratheon would approve. If he'd only drunk bheer instead of strongwine that day in the forest...

GOT Iron Throne Blonde Ale image

Here's the official release with all the official information:
Brewery Ommegang and HBO® announce first-of-its-kind collaboration behind hit drama Game of Thrones®

Belgian-style brewery develops, Iron Throne, a Blond Ale, crafted in the spirit of the hit TV series

(COOPERSTOWN, NY) Brewery Ommegang and HBO are partnering on a series of beers inspired by the critically-acclaimed drama Game of Thrones. Launching in tandem with the season three debut on March 31, Iron Throne, a Blonde Ale, is the inaugural beer in the series and the result of a creative collaboration between Brewmaster Phil Leinhart and HBO.

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.

Both HBO and Ommegang take great pride in a shared reputation for producing the best in their respective fields: award-winning series that are lauded as some of the best written and produced programming on TV, and award-winning beers recognized as amongst the most elegant and well-crafted.

“We are extremely pleased to have selected Brewery Ommegang, while there’s a lot of competition in the marketplace, Ommegang’s expertise and attention to detail in the industry make them the perfect fit for the Game of Thrones brand,” said Josh Goodstadt, Director, Global Licensing, HBO. “Capturing the authenticity, essence and nature of the show, Iron Throne has the richness, quality and all of the elements one would expect in a fine ale.”

“HBO has been the definitive producer of high-quality, innovative and ‘water-cooler-worthy’ original programming, and Game of Thrones continues that legacy,” said Simon Thorpe, President and CEO of Brewery Ommegang and Duvel Moortgat USA. “What better partner for our brewery which prides itself on re-imagining the best of beer? Game of Thrones is rich, fascinating, complex, daring and unexpected. Many lovers of Ommegang feel the same way about our fine ales. We think it’s a unique partnership for two unique brands.”

“No one enjoys their job more than I do -- producing and developing new brews to delight lovers of fine beer,” said Phil Leinhart, Brewmaster at Brewery Ommegang, “Add to that the opportunity to collaborate on a beer based on the cultural phenomenon of Game of Thrones and exploring ways to make the beer truly reflect aspects from the show. 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 is certainly fair in color and soft in appearance, yet it still possesses a complexity and bite to be on guard for.”

Iron Throne will 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.

Brewery Ommegang, part of the the legendary Belgian brewer Duvel Moortgat family, opened in 1997 to craft-brew fine Belgian-style ales. The brewery 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. Ommegang is located on a 136-acre farmstead in Cooperstown, New York, USA and offers free daily tours and inexpensive tastings as well as a 100-seat café, a well-stocked brewery store, and an annual calendar of public events. Ommegang is open every day of the year except for Christmas Eve Day, Christmas Day, Thanksgiving Day, and New Year’s Day. For more information, please contact info@ommegang.com, call 1-800-544-1809, or visit www.ommegang.com. Ommegang is a member of the Duvel family of fine beers. Follow Ommegang on Twitter: #breweryommegang Like us on Facebook: facebook.com/Ommegang. Instagram: BREWERY OMMEGANG

About HBO Global Licensing
HBO Global Licensing officially licenses the HBO® brand for the development and merchandising of innovative product lines inspired by the network’s award-winning programming. With products created around classic series like the The Sopranos® and Sex and the City® to current hits like True Blood® and Game of Thrones®, items include fashion apparel, jewelry, digital and CD soundtracks, games, books as well as exclusive, premium collections in partnership with upscale, designer brands. Merchandise can be purchased in retail stores nationwide, at http://store.hbo.com, and at the groundbreaking HBO retail hub, the HBO Shop®, located at 42nd and 6th Avenue in New York City. HBO Licensing & Retail products are also sold internationally across Europe, Asia and Australia."

So there you are. And if this beer does well, more ales and beers will be forthcoming. I make no promises about dreamwine, hippocras, Arbor gold, or sourleaf... but you never ever know....

So come March, fill your tankard and quaff hearty. But remember not to drink and fly your dragon.


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Jan. 4th, 2013 04:13 am (UTC)
Yet another awesome thing my dietary restrictions preclude me from enjoying. Give us a review of how it tastes?
Jan. 4th, 2013 05:30 am (UTC)
beer and wining (whining)
Will I have to go to a bar to get this, or pick it up at my neighbourhood liquer store.

8.50 for a 750ml bottle... that better be the bar price.

If I have to choose between a case of 24 bottles (half the size of this) for $35 or pay 8.50 X 12 = $102 for the same amount...

I mean come on, we're nerds/geeks. We know how to do math.

oh wait, that's in US dollars. It'll probably cost more here in the Great White North (no, not Winterfell, the other Great White North, Canada!).

Maybe I can just make some direwolf stickers and stick it on some Rickard's Red and call it Red Wedding brew... that way I can celebrate my fandom and not have to sleep in flea bottom because I couldn't pay my rent!

Jan. 4th, 2013 06:17 am (UTC)
I love your books. I love the show. I love b(h)eer. This is all so very wonderful. ♥
Jan. 4th, 2013 10:12 am (UTC)
Bheer, as a fully functioning alcoholic I'll have five before breakfast! Seriously, as a passionate homebrewer, I'm looking forward to trying this new bheer. Perhaps I'll develop my own version of a Joffrey bheer, perhaps a strong red? Hahaha. Just for personal consumption, of course, would never try to make a profit of your great works, Ser.

Edited at 2013-01-04 10:46 am (UTC)
Peter Goranov
Jan. 4th, 2013 12:56 pm (UTC)
I do hope this makes it to eastern Europe, aka. coмraдe land.
Jan. 4th, 2013 03:01 pm (UTC)
I'm sure the brew masters are aware of the irony of producing a beer with the tag line "Winter is Coming" that includes many of the same of the same ingredients as Sam Adam's Summer Ale :)

Needless to say this will wind up in a place of honor in my collection of novelty beer bottles (next to Monty Python's Holy Gr-ale).
Jan. 4th, 2013 04:32 pm (UTC)
This means you have now officially hit it big. Your own (non-fictional fictional) bheer! Go George!
Jan. 4th, 2013 06:19 pm (UTC)
irresistible gift of gods
People usually do not include in the standard seven deadly sins lists the great pleasure of bheer drinking. Otherwise I should confess my sins twice a day. If not every other hour during the dog days
Jan. 4th, 2013 09:50 pm (UTC)
I really hope this comes to Canada! Particularly if it's in time for the quite-necessary party I'll be throwing to celebrate the new season.
Jan. 4th, 2013 11:40 pm (UTC)
Cooperstown, NY
I find this highly unlikely, but it would be VERY cool if you made it to CNY (Central NY) one of these daze. If our new bheer doesn't drag you up here, what do we need to do?
Jan. 5th, 2013 01:56 am (UTC)
Re: Cooperstown, NY
Might come to Saratoga when they host the World Fantasy Con in a few years. The last one there was terrific.
Jan. 5th, 2013 05:42 pm (UTC)
Re: Cooperstown, NY
That would be FANtastic! I will have to keep my eyes and ears open so I can become a member and attend when (if) it happens. Thank you for the heads-up.
Jan. 5th, 2013 09:05 am (UTC)
No surprise that HBO managed to procure another collectible. Though the product won't be setting on any turfans' shelves for long, when there is drinking to be had. Three beers and I'm out for the evening, though not during the playoffs. Heh.
Jan. 5th, 2013 05:02 pm (UTC)
I love this! My husband is a beer buff and absolutely loves Belgian beers. I will get some for him.

So he will drink his Iron Throne on March 31st as we watch Episode 1 of Season 3 and I will open my special bottle of Dragon's Tooth red wine from Trefethen Vineyards in Napa (not related to the HBO series, they have had Dragon's Tooth wine forever) and our happy beer/wine marriage will have a special night! I have a special dragon wine glass I got at Chicon 7 in September for the occasion.

By the way, I love the Lands of Ice and Fire maps. Just love them.
Jan. 5th, 2013 11:19 pm (UTC)
Targaryen Triple...?
As a beer geek of many years I can confirm that Ommegang makes some of the very best belgian style ales from america. Looking forward to this brew and the others that are sure to follow!

For those of you thinking this beer comes at a high price - most of their beer is around the $10.00 range as they use REAL,quality ingredients and take the time necessary to brew well made ales (not the corn syrup, mass produced stuff that most people are (unfortunately) still used to). I think you'll find its worth the extra amount.

Jan. 7th, 2013 06:58 pm (UTC)
Very exciting! Cannot wait to pick some up!
Jan. 11th, 2013 12:40 am (UTC)
Ommegang is a great brewery who make wonderful belgian, glad they went with someone respectable. I'm a little disappointed that they didn't try anything experimental, nothing more definitive of belgian beers than blondes. But hopefully it'll be something outside of the norm. I'll definitely pick some of this up.
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George R.R. Martin
George R. R. Martin

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