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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 05:28 pm (UTC)
It is not often that a chance appears to combine two of my favorite things!
Jan. 3rd, 2013 06:25 pm (UTC)
Did you ever dream that you'd be flogging beer?
Steven Christens
Jan. 3rd, 2013 06:34 pm (UTC)
Belgian beer
As a proud citizen from Belgium, known for its finest and best beers of the world, I can assure you: there is no better beer than the ones produced by brewery Moortgat! I sincerely hope that Iron throne will be available in Belgium as well!

Jan. 11th, 2013 11:38 pm (UTC)
Re: Belgian beer
Lets hope so. Belgium is more accessible than ordering from the US.
Jan. 3rd, 2013 08:22 pm (UTC)
This is great! Hope I can find it in NYC in March. I'll definitely stock up.
Jan. 3rd, 2013 08:37 pm (UTC)
Oh, ghood! Something to drown my anxieties in . . .
. . . as I work on the Compleat GRRM-liography! The project to be re-started just as soon as I finish the !@#$%^&*()_+=! dissertation (sometime this spring if the ghods and/or the Seven are good). The GRRM-liography is daunting enough (I *do* love a challenge), but when the Martian-ana/-related stuff is added in from the avalanche of the last three glorious GoT years . . . I shall have something to keep me busy busy busy when I retire from librarianing and morph into a researcher / vegetable-gardener / bookcase-builder / etc.

Now, if Ommegang will have distribution in Southern California . . .

Leslie the Librarian
Jan. 3rd, 2013 08:44 pm (UTC)
Oh my goodness, and it's Ommegang? This keeps sounding better and better.
Jezabel Nightroad
Jan. 3rd, 2013 08:57 pm (UTC)
Looks savory.
Matthew Smith
Jan. 3rd, 2013 10:00 pm (UTC)
Merchandising, Merchandising
where the real money from the book is made.

Game of Thrones-the T-shirt, Game of Thrones-the Coloring Book, Game of Thrones-the Lunch box, Game of Thrones-the Breakfast Cereal, Game of Thrones-the Flame Thrower (The kids love this one)
Jan. 3rd, 2013 11:05 pm (UTC)
Re: Merchandising, Merchandising
Actually, the real money from the book is made from the book, and the real money from the TV show is made from the TV show.

Particularly in the case of television, all the spinoff products are considered primarily as advertising, increasing the visibility of the show in the wider world.
Re: Merchandising, Merchandising - insurrbution - Jan. 4th, 2013 12:16 am (UTC) - Expand
Re: Merchandising, Merchandising - Justin Biddle - Jan. 4th, 2013 12:40 am (UTC) - Expand
(Deleted comment)
Jan. 3rd, 2013 10:47 pm (UTC)
If anyone's looking to try a brew from this brewery in the meantime, I suggest their Abbey Ale. I'm a huge fan of that style, and Ommegang's offering is one of my favorites, fruity, sweet and rich. And while it's bigger and a bit dark, it's not too strong-flavored.
Jan. 4th, 2013 02:31 am (UTC)
The good news is that Ommegang makes good beer.
This whole area is resplendent of great breweries. Definitely a great choice.
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.
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George R.R. Martin
George R. R. Martin

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