In an unusual product tie-in with a TV series, HBO and Brewery Ommegang in Cooperstown, N.Y., are partnering to produce a new Game of Thrones beer, USA Today reports. The beverage will be available from the upstate New York brewer in time for the season three premiere of the hit HBO drama, set for March 31.
The new line, which will include a blond ale called Iron Throne, is set to launch in mid-march.
“Company officials say the brewery’s Belgian-style beers are not just bottles with Thrones labels, but are specially made to be a good fit for the series, based on the George R.R. Martin fantasy novels set in a medieval-like time of jousts, wars and intrigue,” USA Today reports. “Beers will be named and crafted to directly tie into ‘themes and nuances’ of Westeros, the fictional realm where Lannisters, Starks and various other factions battle for supremacy, notes AP.”
According to the brewer, the drink will be available nationally on draft and in 750 ml bottles, carrying a suggested retail price of $8.50 per bottle.