Danish brewer Mikkeller is to launch a range of Game of Thrones-themed beers after replacing Duvel Moortgat’s Brewery Ommegang as the beer partner of the fantasy TV drama.
Mikkeller’s tie-up starts with the release of Iron Anniversary IPA to mark the tenth anniversary of Game of Thrones. Other beers inspired by the show will roll out across the “multi-year” deal, Mikkeller said today.
Financial details were not disclosed.
Game of Thrones owner Warner Bros arranged sponsorship arrangements with a number of beverage brand owners throughout the life of the TV show, which ended in 2019. As an official partner, Ommegang released a portfolio of Game of Thrones beers including one celebrating the show’s finale, a brown ale called My Watch Has Ended.
The beer was the last in Ommegang’s series. A spokesperson for Mikkeller confirmed to just-drinks today that the company is now the only brewer to partner with Game of Thrones.
Mikkeller’s announcement today comes in the same month that filming on Game of Thrones spin-off show House of Dragons commenced. Last month, the Hollywood Reporter said three other spin-off shows are in production.
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By GlobalDataMore shows in the Game of Thrones franchise could extend Diageo’s partnership with the franchise. The group has a Johnnie Walker blended Scotch whisky named after the White Walker character in the fantasy drama and a range of eight malt whiskies.
In 2019, Diageo CEO Ivan Menezes called the Game of Thrones partnership the “biggest cultural collaboration” in the 200-year history of Johnnie Walker because of its ability to attract new consumers to Scotch.
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