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Brewery Ommegang & HBO Announce First "Game of Thrones" Collaboration Beer: "Iron Throne"

Discussion in 'Beer Releases' started by Todd, Dec 19, 2012.

  1. Todd

    Todd Founder (1,685) Colorado Aug 23, 1996 Staff Member Fest Crew Subscriber Beer Trader

    (Related: http://beeradvocate.com/community/t...am-up-for-game-of-thrones-themed-beers.56189/)

    Brewery Ommegang and HBO® announce first-of-its-kind collaboration behind hit drama Game of Thrones®

    Belgian-style brewery develops Iron Throne, a blonde 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 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.


    About Brewery Ommegang
    Brewery Ommegang, part of the legendary Belgian brewer Duvel Moortgat family, opened in 1997 to craft-brew fine Belgian-style ales. Ommegang 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 , Facebook.com/Ommegang, Instagram: @BreweryOmmegang

    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.

  2. MgFalcon

    MgFalcon Aspirant (35) Dec 5, 2012

    I for one, am extremely excited about this brew - being a fan of both the Brewery and the show.
  3. Bubbalito

    Bubbalito Savant (435) Virginia Jan 2, 2012

    OK, so they locked out the other thread with all the good GoT beer names, but here is mine anyway:
    Reek, it rhymes with - Kreik
  4. Best name possible.

    This seems kind of unnecessarily commercial and pointless, but hopeless the ales are good.
  5. Awesome. Ommegang usually makes some pretty amazing beer ( considering their roots, why wouldn't they?). Hopefully I will be able to procure some in this neck of the woods.
  6. DonDirkA

    DonDirkA Savant (410) Arizona Dec 14, 2011

    Don't know if this'll be any good, but I'll buy it just for the bottle.
  7. epk

    epk Savant (370) New Jersey Jun 10, 2008

    I think it would have been more interesting if they had named it appropriately as if it was from the Game of Thrones universe itself (and maybe even mention it off-hand in the series). A suitable medieval-styled label would have also been nice.

    Still kind of cool I suppose though.

    Stormlands Stout anyone?
    JackMcAwesome likes this.
  8. MajorBuckeye

    MajorBuckeye Savant (455) Ohio Jan 8, 2012 Beer Trader

    "Hodor", said Hodor.
  9. Preluderl

    Preluderl Advocate (685) Pennsylvania Sep 27, 2012 Beer Trader

    Bad ass label.
  10. Dornish girls are the strangest thing ive tasted. I mean beers
  11. they need an IMP-erial Stout for tyrion
  12. MajorBuckeye

    MajorBuckeye Savant (455) Ohio Jan 8, 2012 Beer Trader

    Baratheon Braggot...
    The Red God Ale...
    crytion likes this.
  13. Any metallic defect in the taste could easily be attributed to the iron throne..... Ok I promise Im done with the corny jokes
    Bubbalito and MgFalcon like this.
  14. Nutwood

    Nutwood Savant (415) Kentucky Jun 30, 2012

    Seems like a logical set would by by house with the sigils on the labels. But then much of the drinking in the story happens on rural roads in rustic inns. I can't summon up the names of any of them at the moment, but I doubt that tack would carry much weight with marketing anyway.
  15. williamjbauer

    williamjbauer Champion (840) Colorado Jan 17, 2012 Beer Trader

    Rye with a maidens mouth round my cork
    DonDirkA likes this.
  16. Biffster

    Biffster Savant (375) Michigan Mar 29, 2004

    I havent got much interest in watching it, truth be told. But I would say that a blonde anything is not to style for a medieval beer. The first blonde beer came about in the 1840s I actually think its cool that Ommengang is doing this, but I think the choice of a blond is wrong. They should have done a dark beer.
  17. I'm all for it, and I think it has a good shot of turning some toward craft beer.
    crytion and DonDirkA like this.
  18. It's a fictional universe, they can have whatever beer styles they want. Anyway, no modern beer styles existed in medieval times.
    EdH, crytion and dmeadows like this.
  19. I think i am procuring a few bottles of this for the season premier and throwing a small gathering.
  20. bentonquest

    bentonquest Savant (280) New York Jan 19, 2012

    It should be noted that the person who sits on the Iron Throne is blonde, which ends up being a major plot point in the show.
    dan027, AlexFields, fmccormi and 2 others like this.
  21. coffygrinder

    coffygrinder Savant (310) Illinois Nov 18, 2010 Beer Trader

    I'll get it
  22. Johnnyhitch

    Johnnyhitch Aficionado (245) New York Dec 12, 2012 Beer Trader

    Ommegang FTW. Going to be on the look out for this one!
  23. evilcatfish

    evilcatfish Advocate (690) Missouri May 11, 2012 Beer Trader

    True. I hate that little blonde turd Joffrey (spell check?)
    creepinjeeper likes this.
  24. Should have done a soured dark gruit to remain accurate.
    AlexFields likes this.
  25. pjl44

    pjl44 Initiate (0) Massachusetts Oct 3, 2008

    There is no designated time period and dragons are central to the plot. I'm not sure style accuracy comes into play here.
    EdH, dondeez21, jglowe77 and 3 others like this.
  26. Nutwood

    Nutwood Savant (415) Kentucky Jun 30, 2012

    The original blond is Targaryen in reference to th Iron Throne, I would think.
    JackMcAwesome likes this.
  27. KevSal

    KevSal Advocate (710) California Oct 17, 2010 Beer Trader

    Game of thrones is the shit!
  28. Ricelikesbeer

    Ricelikesbeer Savant (445) Colorado Nov 29, 2006

    Yes, I agree, style hasn't been considered, which I'm glad for. Ommegang is an awesome belgian brewery, so we should expect to see belgian styles for all of the beers. They could be anything.
  29. jlpred55

    jlpred55 Savant (305) Iowa Jul 26, 2006

    Great label!
  30. according to their website this beer should be release in a wee bit less than a week!
    acevenom likes this.
  31. screamking

    screamking Savant (405) Ohio Jan 20, 2013 Beer Trader

    Targs have white hair, I think.

    VDODSON Savant (320) North Dakota Feb 5, 2013

    The bottles should have direwolves, dragons, and a nImperial Stout with a hound on the front in honor of Sir Gregore Clegane.
  33. Just don't sit on it, you could get cut...
  34. tlh1005

    tlh1005 Savant (265) North Carolina Oct 1, 2009 Beer Trader

    Looks like 3/15, can't wait!

    Not really my style of beer, but I love the show so it is a must have.
    JuicesFlowing likes this.
  35. Interesting style to represent Game of Thrones but I guess it's the kind of beer the brewery does best. I would like to see some type of Ale with Honey. I know that they would not due a Mead but maybe a Braggot or something.
    crytion likes this.
  36. Maybe Omegang can make a gift pack with two bottles and an Ale Horn.
    crytion, OtisCampbell and jglowe77 like this.
  37. flayedandskinned

    flayedandskinned Advocate (515) California Jan 1, 2011 Beer Trader

    It is on the availability of one of my distributers.
  38. flayedandskinned

    flayedandskinned Advocate (515) California Jan 1, 2011 Beer Trader

    Wheres my Boardwalk Empire Bourbon County varient?
  39. CTJman

    CTJman Poobah (1,050) Connecticut Jan 14, 2013 Beer Trader

    FriarTuckInLuck likes this.
  40. I hope there's a release party in Boston for the season premier.