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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. 3rd, 2013 07:10 am (UTC)
Dragon While Intoxicated?
Jan. 3rd, 2013 01:22 pm (UTC)
Ask Daenerys about that. ;)
Jan. 3rd, 2013 07:31 am (UTC)
... will the recipe for these beers be forthcoming, for those of us who enjoy making beer at home?!?
Jan. 4th, 2013 11:07 am (UTC)
maybe see how it tastes first?
Jan. 3rd, 2013 07:57 am (UTC)
FDA Approved Moon Tea release?
I can see the commercial now, a comely highborn girl looking on her young squire boyfriend with a nervous smile as he practices in the yard.

She discovers a new and simpler moon tea to take from an older lady of the court. She's happy now riding a horse, praying to the seven, and enjoying lemon cakes with her friends.

Narrator: Talk to your Maester before trying the moon tea, do not drink moon tea if you suffer from the bloody pox, if you worship a foreign god moon tea may not be for you.

In the end her squire boyfriend is now a knight who names her the Queen of Love and Beauty.

Edited at 2013-01-03 07:59 am (UTC)
Colty Harrison
Jan. 3rd, 2013 09:28 am (UTC)
Definitely going to drink 1 (or 2....or 3...) of these for every night a new episode of season 3 airs. Can't wait!
Jan. 3rd, 2013 10:10 am (UTC)
When flying your dragon there even are more rules to be kept in mind. Did you know that in Germany you need an official permission to fly a dragon higher than 100m (328ft) if being held on a rope?

(When they say „dragon“ they actually mean kite, because they share the same term in german. Sounds still funny ;)).
Henrique Anders
Jan. 3rd, 2013 11:56 am (UTC)
...oh Robert, Robert...

Great news. Next step, a medieval restaurant with typical food from Westeros :)
Jan. 4th, 2013 10:19 am (UTC)
Re: hahaha
There's already a GoT cookbook.
Jan. 3rd, 2013 12:20 pm (UTC)
I'm looking forward to the sequels ...
House Frey's Twinslager -- Drink this to forget all the useless children you've sired, all waiting like vultures to inherit your treasure.

and ... oops, there already IS a Night's Watch Stout, if Google is to be believed.

Brandon Lilly
Jan. 3rd, 2013 12:33 pm (UTC)
Winter (lager) is coming...
Jan. 3rd, 2013 03:42 pm (UTC)
Cooperstown just gets better
Sounds like a trip to the baseball HOF and a Game of Thrones brewery would be the perfect vacation.
Jan. 3rd, 2013 04:10 pm (UTC)
It can hurt, says the recovering alcoholic. I'll stick to my tea!!
Jan. 3rd, 2013 04:33 pm (UTC)
As both a functioning alcoholic and ASoIaF enthusiast I approve.
Jan. 3rd, 2013 04:41 pm (UTC)
GRRM, I'm just curious, what is your drink of choice?
Jan. 3rd, 2013 09:13 pm (UTC)
I drink many things. Depends on the occasion, what I am eating, and so forth.

Used to drink a fair amount of bheer at cons when I was younger, but in more recent decades I've moved more to wine and cocktails.

Being a New Mexican, of course, I love margaritas. REAL margaritas, rocks, salt. Not those alcoholic slurpies they called frozen margaritas.
(no subject) - alatariel - Jan. 4th, 2013 06:19 am (UTC) - Expand
(no subject) - superscienceser - Jan. 4th, 2013 03:18 pm (UTC) - Expand
Jan. 3rd, 2013 04:44 pm (UTC)
I'm looking forward to this, as I'm a fan of quality and craft beers (I only drink Canadian / American crafts, and imports when and where possible) and sounds like it will be a great beer. I've never had anything from that brewery before, so yay to that also!
Also curious what the other beers shall be. I can see a Stark Winter Ale or something. It'll be awesome to see where they go with potential various beers. Of course, there's the potential now for winemakers to do Arbor Gold etc, as George mentions in his initial post. Because of the fact it's Game of Thrones / Ice and Fire related, I will keep the first empty of each 'flavor' as a novelty Loving the various (and well made, well thought out) merchandise :)

Edited at 2013-01-03 07:51 pm (UTC)
Ben Rose
Jan. 3rd, 2013 04:59 pm (UTC)
I hope there's going to be more
How about LannisPorter, or the Pale Ale Mare, or Oldtown Brown, or IPAegon the Conqueror?
Jan. 3rd, 2013 05:06 pm (UTC)
If anything, that bottle is beautiful. I have high hopes for the beer itself being delicious but I fully plan on keeping the bottle and drinking anything and everything out of it from then on.
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George R.R. Martin
George R. R. Martin

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