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Ale for what Ails You

Well, this is pretty interesting—though not entirely unexpected. HBO has just sent out a press release revealing one of the newest Game of Thrones products, one which I suspect may not be sold at the HBO Shop because… well, it’s alcohol. In a move that completely trumps the True Blood True Blood drink, HBO’s gone one better and is actually producing an ale—in partnership with award-winning brewer Brewery Ommegang—that will be available (in the States—no word on international distribution) when the third season premieres on March 31st, 2013.

And from the sounds of it, it’s going to be a whole line of Game of Thrones beers, all specifically brewed rather than being re-bottled versions of Ommegang’s existing brands—another beer this Fall, and two more planned beyond that.

Here’s the press release below:

HBO Global Licensing is constantly raising the bar on brand extensions for their hit shows, and they’re showing their creativity once again through a new partnership with Brewery Ommegang to release a series of themed beers based on the critically-acclaimed drama, Game of Thrones.

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 truly unique beers that directly tie into themes, characters and nuances of the series of the medieval-like fantasy realm of Westeros and surrounding kingdoms.

The inaugural beer, Iron Throne Blonde Ale, will launch nationally timed to the season 3 premiere of the show on March 31st. It will be available on draft and in 750ml bottles for the suggested retail price of $8.50 per bottle beginning mid to late March. This will be followed by the launch of another Game of Thrones-inspired beer in the Fall and two additional beers in subsequent seasons.

Ommegang beers, which are created by Brewmaster Phil Leinhart, have gained a national following by connoisseurs of fine beer and are distributed in 45 states and internationally. The Belgian-style brewery is located on a 136-acre farmstead in Cooperstown, New York.

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