Forget pairing your IPA with Indian curry or dessert like carrot cake. Wouldn’t the hop-forward brew go well with an episode of Breaking Bad?
But wait, the show already has its own beer, courtesy of Albuquerque’s Marble Brewery:
To mimic the dark side of Walter White’s character, Heisenberg’s Dark is a 6.5% ABV Indian Black Ale. Brewmaster and Marble Brewery co-founder Ted Rice describes the beer to have a roasty malt profile and a lovely citrus punch courtesy of Australian Galaxy hops.
The family man side of White is represented through Walt’s White Lie, an India White Ale. The 7.5% ABV brew is a smooth and earthy malt base with big tropical notes from Galaxy hops.
Such is the marketing age we live in, where your most popular shows on television aren’t just destined for an life on DVD and Blu-Ray, but also in a bottle sitting in your fridge. When a show has millions of rabid fans, like Game of Thrones, why not capitalize? That’s what HBO and Ommegang did earlier this year with Iron Throne Blonde Ale:
HBO Global Licensing explained the partnership this way: “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.”
Of course, there’s also It’s Always Sunny in Philadelphia’s Dayman Coffee IPA.
I suppose where we once had “TV dinners,” now we have “TV beers.” In the fast-paced world of marketing and cashing in, the most important thing to consider is this: are these beers any good?
Apparently, they are. Game of Thrones’ Iron Throne Blonde Ale beer sits at 85 on Beer Advocate while It’s Always Sunny’s Dayman has an even better 94 on the rating site. We’ll only assume Universal’s take on Homer Simpson’s brew of choice, Duff, lives up to its apparent mentor, Budweiser.
*I secretly wonder how much bias plays into those rankings. If you’re a rabid fan of a show, are you sure to be a rabid fan of the beer?
Ultimately, this is about novelty, because novelty sells. I haven’t had any of these beers, but I may just be tempted to grab a bottle of “Blood Orange Wheat” if the makers of Walking Dead ever ventured into this new brewing landscape.
So maybe the question isn’t “are these any good?” but rather, “are these necessary?”
I’d argue that in a business where the new, shiny thing typically offers a burst of sales, it’s necessary for breweries trying to catch lightning in a bottle. (Rogue’s Voodoo Maple Bacon Ale, anyone?) Perhaps this is why a second Game of Thrones beer is due in September, called Take the Black Stout.
I wonder, what’s next?
Grey’s Anatomy: Seattle Grace DIPA
The only way to fight off infection is with a healthy dose of antiseptic West Coast hops like Simcoe and Cascade.
Big Bang Theory: Bazinga Beer
A straight-forward American lager that won’t play any pranks on your taste buds.
How I Met Your Mother: Barney’s Legen-dary Wit
Keeping things light and effervescent with a traditional witbier
At 13 percent ABV, this Russian Imperial Stout has enough strength to fend off any would-be attacker to keep you safe – and warm – at night.
— BryanDRoth (@BryanDRoth) June 25, 2013
What do you think? What TV show beers would you want to see?
“Don’t drink to get drunk. Drink to enjoy life.” — Jack Kerouac