Limited-edition Beer Celebrates Game of Thrones’ Anniversary
Warner Bros. Consumer Products and craft beer company Mikkeller celebrate Game of Thrones’ Iron Anniversary with custom-illustrated packaging.
GAME OF THRONES has aired in more than 207 countries and territories and amassed millions of fans over its eight seasons. This past weekend, specifically April 17, 2021, marked 10 years since the world became acquainted with the series’ unique universe. Game of Thrones’ fans can celebrate this milestone with the new Iron Anniversary IPA. The IPA is only the first in a series of Game of Thrones beers from Mikkeller to be brewed.
“From the very beginning, collaborations have been one of the key elements in Mikkeller’s universe and are one of the things we have the most fun with and love the most,” says Mikkel Bjergsø, founder and creative director of the Danish craft beer company. “We have done a lot of them, but this is without a doubt the biggest so far, and we are extremely proud and happy to get this opportunity. We are looking forward to brewing a lot of fantastic beers and sharing them with the series’ dedicated fan base and other beer lovers.
“The first step of the collaboration involved creating a beer label that elegantly merged Game of Thrones’ unique universe with Mikkeller’s more lighthearted and colorful expression,” Bjergsø explains. “We think it has succeeded really well, and we are very pleased with the result.”
The packaging artwork was designed by the craft brewer’s internal art team. Mikkeller’s art director, Keith Shore, designed the label. The brand credits Shore’s label designs and illustrations with a defining role in establishing the beer company’s visual identity for more than a decade.
Plans are already underway to launch two more beers in 2021, with several more Mikkeller Game of Thrones-inspired beers over the next few years. Mikkeller’s objective is to draw inspiration from the rich Game of Thrones universe and brew a series of beers that add to the brewery’s versatile repertoire, including lagers and IPAs, spontaneously fermented beers, stouts and non-alcoholic beers. Some releases will be wide launches, with a few releases being highly limited productions using exclusive ingredients and processes. In addition to the beers, fans will also be able to purchase a range of merchandise from Mikkeller inspired by the series.
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