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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
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    (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.

    [​IMG]

    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

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

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    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. IamMe90

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    Best name possible.

    This seems kind of unnecessarily commercial and pointless, but hopeless the ales are good.
     
  5. devlishdamsel

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    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

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

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    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

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    "Hodor", said Hodor.
     
  9. Preluderl

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    Bad ass label.
     
  10. bdub32689

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    Dornish girls are the strangest thing ive tasted. I mean beers
     
  11. bdub32689

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    they need an IMP-erial Stout for tyrion
     
  12. MajorBuckeye

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    Baratheon Braggot...
    The Red God Ale...
     
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  13. bdub32689

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    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

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    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

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    Rye with a maidens mouth round my cork
     
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  16. Biffster

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    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. dfclav

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    I'm all for it, and I think it has a good shot of turning some toward craft beer.
     
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  18. CwrwAmByth

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    It's a fictional universe, they can have whatever beer styles they want. Anyway, no modern beer styles existed in medieval times.
     
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  19. devlishdamsel

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    I think i am procuring a few bottles of this for the season premier and throwing a small gathering.
     
  20. bentonquest

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    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.
     
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  21. coffygrinder

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  22. Johnnyhitch

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

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    True. I hate that little blonde turd Joffrey (spell check?)
     
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  24. westcoastbeerlvr

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    Should have done a soured dark gruit to remain accurate.
     
    AlexFields likes this.
  25. pjl44

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    There is no designated time period and dragons are central to the plot. I'm not sure style accuracy comes into play here.
     
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  26. Nutwood

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

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    Game of thrones is the shit!
     
  28. Ricelikesbeer

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    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

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    Great label!
     
  30. devlishdamsel

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

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    Targs have white hair, I think.
     
  32. VDODSON

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    The bottles should have direwolves, dragons, and a nImperial Stout with a hound on the front in honor of Sir Gregore Clegane.
     
  33. MN_Beerticker

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    Just don't sit on it, you could get cut...
     
  34. tlh1005

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    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. MackayClanBrewin

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    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.
     
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  36. MN_Beerticker

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    Maybe Omegang can make a gift pack with two bottles and an Ale Horn.
     
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  37. flayedandskinned

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

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    Wheres my Boardwalk Empire Bourbon County varient?
     
  39. CTJman

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  40. BeardOfZeus

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    I hope there's a release party in Boston for the season premier.
     
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