In case you missed the news, the New York Times Art Beat is reporting that Ommegang will be creating four beers for the popular HBO series Game of Thrones, based on the A SOng of Ice and Fire books by George R.R. Martin. According to Coming Soon: The Beer of Kings:
The first beer, Iron Throne Blonde Ale, will be inaugurated nationwide in late March, to coincide with the Season 3 premiere of “Game of Thrones,” which is scheduled for March 31. Three more beers are planned, with the second to be released next fall. The others will follow in subsequent seasons.
I’m a fan of the show, and my wife and several relatives have read all the books, but this is certainly some odd marketing. If the goal is to make more people watch the show, I can’t see how this will have any effect. If you already like the show, will you seek out the beer just because of the tie-in? I like the beer that Brewery Ommegang makes, but apart from some press and attention, I can’t see how this will help the brand all that much.
Note: These are not the actual labels that Ommegang will create, but some imagined ones that have been floating around the internet since earlier this year, this collection from Geek Tyrant.
UPDATE 12.18: Ommegang brewmaster Phil Leinhart revealed some additional details about the upcoming Game of Thrones beers in an interview on Guyism. Here’s what he had to say:
[T]he blonde ale is fair in color and soft in appearance, but still holds a complexity and bite.
“With a Lannister currently on the throne, it only made sense to do a delicate, but piercing Golden Blonde Ale with Noble hops,” he said, referring to one of the series’ characters.
Subsequent beers for the collaboration are still being worked on, because the Ommegang team has to wait for the themes and characters to develop in the series’ next season before it can begin crafting the next ale. Capozza said that two additional beers will be released in conjunction with each of the series’ following seasons
And there’s also more about the project came about:
Allison Capozza, a spokeswoman at Ommegang, said that the Game of Thrones creators and producers have long been fans of Brewery Ommegang, whose team happens to enjoy the TV series. HBO, she said, reached out to the brewery about the idea for a collaboration.
“The producers very much resonated with Ommegang’s blend of ‘old world’ and ‘new world’ elements to create something new and unique,” Capozza said.
And below is the official bottle that Ommegang will release next year.