Ah, more lame beer-related marketing stunts.
“Game of Thrones” is an HBO show about medieval nights and dragons and shit. At least I think it is; I’m a beer nerd not a regular fucking nerd and have no time for fantasy TV. Brewery Ommegang is a Cooperstown, New York-based brewer of Belgian-style beers. And HBO and Ommegang are teaming up to create a lineup of Game of Thrones beers that will be released next spring, according to The New York Times Arts Beat blog.
From the NYT:
“HBO is set to announce that it will team up with Brewery Ommegang, a Belgian-style brewery in Cooperstown N.Y., to create beers based on themes and characters in the fantasy series adapted from the novels by George R. R. Martin.
“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 don’t have strong feelings, positive or negative, towards Ommegang, but this does seem a little weird. Great beer doesn’t need goofy marketing gimmicks. And goofy marketing gimmicks cheapen great beer. This I know. But I also know that these Game of Thrones beers will probably pair well with this crazy-ass chainmail beer stein.