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Ommegang releasing “Game of Thrones” beer

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CNY/NNY/S. Tier: Ommegang releasing “Game of Thrones” beer
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HBO's fantasy series 'Game of Thrones' has developed a massive following in the past two years. As YNN's Andrew Sorensen reports, a local business is brewing up something special to get fans excited about the new season.


OTSEGO COUNTY, N.Y. -- In the traditional Belgian-style brew house at Brewery Ommegang, they make a lot of good beers, but this will be the first one that's out of this world - or at least, the first not based in this world.

“Back in the spring, HBO contacted us regarding doing a cross-promotion with them for ‘Game of Thrones,’” said Larry Bennett, Brewery Ommegang PR and Creative Services Director.

They've been hard at work since, coming up with the character, name, and even a look for a beer to fit into the cult fantasy series. Ommegang creative services and PR director Larry Bennett says they've finally got it: 'The Iron Throne Blonde Ale.'

“We decided to do a blonde ale, it sort of hooks up with the Lannisters, who are on the throne right now, who are known for being the blondes,” said Bennett.

They say they'll be releasing a new beer every fall and spring for some time.

The announcement is already creating a lot of excitement for fans of the beer and fans of the show. There's speculation of the types of beer we'll be seeing, as well as the creative names on the label.

“We've had, not only press people, but consumers writing in and saying, 'I think this is a great idea, we love you're doing it, I've got an idea for a beer,'” said Bennett.

In fact, they had over 30 new names and beer ideas submitted just in the first 24 hours. But Bennett says they weren't originally sure it would work, trying to bridge a younger television audience with higher brow beer connoisseurs.

“The question is, can we get them to drink a more complex, more interesting, little more esoteric beer,” said Bennett.

Or can they get their core drinkers to welcome the newcomers into the fold?

“Over the years, I've evolved I think into a beer snob,” said Bennett.

Paul Dwyer and Lou D'Angelo have been Ommegang fans for years. They say they're glad the beer will get the extra exposure.

“And on the other side of it, sometimes I hope it just doesn't affect the family atmosphere, the small town feel that it has here,” said D'Angelo, a fan of Ommegang.

The brewery says they don't expect that to happen as Ommegang is already distributed nationally, but it will add a few beers on the tap, and hopefully a few new friends to drink them with.

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