That the HBO television series Game of Thrones is a critical and popular success is no secret, but this triumph has come with the challenge of creating and sustaining different forms of relevant merchandise.
CNBC recently reported on the massive marketing blitz that the network’s hit show has brought about. During such situations, it is important to maintain a set brand identity with labels that are seen as being “of a piece.”
For a case in point, you can look at the licensed beer presented in that article. Made by the Ommegang Brewery in Cooperstown, New York, the beverage features traditional beer labels that depict large, fearsome dragons as seen on the show, along with the familiar logo.
So far the names of the beers have reflected this close association with the series as well, including such phrases familiar to fans as “Fire and Blood.” The most recent flavor added, according to a release on the official website, is a Belgian-style beer titled “Valar Morghulis,” another important and well-known phrase in the world of the show.
Unlike the others, this one doesn’t seem to have as much of an overt connection between its name and its taste, but the makers do seem to have an intent to make it “complex” to fit the tone of the brand, as Innovation Manager Mike McManus describes.
“The Dubbel is one of the most recognized beer styles in Belgium and this is a very tasty version of that style,” he said, in reference to the approach the brewery is taking with the new beer.
With both a printer and label applicator system that can be set up to work together, any business see the same reaction to their quality licensed merchandise as HBO and its partners have seen so far.
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