In 2011, we wrote a post on how HBO did an innovative and elaborate scent marketing campaign for its mini-series “Game of Thrones.” Now, as the series prepares for its third season, HBO is continuing its sensory marketing by releasing a new beer based on the story line. Game of Thrones taste marketing

Brewery Ommegang is working with HBO to create and market four different beers relating to the fantasy nation, Westeros, in which the Game of Thrones saga takes place. The first beer is called “Iron Throne Blonde Ale” to reference the evil queen of Westeros, Cersei Lannister and will be available for sale on March 31 in conjunction with the series’ third season premiere. Other Game of Thrones beers include “Lannister Gold” and “Night’s Watch Castle Black.”

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