America’s love affair with TV shows has been became a franchise of wines and beers based mostly on fan-favorite characters.
“Recreation of Thrones” (HBO), “Outlander” (Starz), “The Strolling Lifeless” (AMC) and “MasterChef” (Fox) all boast their very own line of spirits, boosting the visibility of each the networks and the breweries producing the wines and beers.
“Often HBO will determine a personality or a setting within the present that they need the beer to tie into,” says Phil Leinhart, head brewer at Brewery Ommegang in Cooperstown, which produces the “Recreation of Thrones” line of beer. “Then we take these cues to assist create a beer,” he says. “I’ve by no means actually formulated a beer that solution to an individual in a present or a setting— nevertheless it’s an attention-grabbing solution to get very inventive.”
“Queen of the Seven Kingdoms,” the Ommegang beer based mostly on “GoT” baddie Queen Cersei Lannister (Lena Headey), for instance, is described as “a mix of Belgian-style bitter ale and blonde ale.”
Jeff Peters, HBO’s VP of licensing and retail, says that beer made sense for “Recreation of Thrones,” since its characters drink on-screen and a lot of its followers are beer lovers. “The aim was to discover a new solution to discuss ‘Recreation of Thrones,’ ” he says. “The characters drink ale and drink wine and different issues. So it made sense, and it was a solution to amplify the model and characteristic it with a subset of individuals — craft beer drinkers — to get some pleasure about ‘Recreation of Thrones.’
“This was again early within the present after we have been nonetheless constructing an viewers.”
Fox’s “MasterChef” culinary competitors present, hosted by Gordon Ramsay, was on the lookout for a solution to communicate on to its viewers, says Tamaya Petteway, senior VP of name and licensing partnerships at “MasterChef” producer Endemol Shine America.
“We’re all the time on the lookout for new alternatives to license the ‘MasterChef’ model in a method that actually resonates with our fan base,” she says. “We all know that [our fans] are very captivated with cooking; [a wine line] felt like a pure match.”
Possibly, however how does that designate wines based mostly on a zombie apocalypse (“The Strolling Lifeless”) or a time-traveling romance (“Outlander”)?
“There are a few issue [to deciding which shows we work with],” says Meredith McManus, director of selling at Lot18, a high-quality wine on-line retailer that works with “Outlander,” “MasterChef” and “The Strolling Lifeless.” “There must be a large viewers and fan base,” she says. “There are loads of partnerships which have attention-grabbing potential for art work or wine, but when it’s a smaller area of interest property, the associated fee is prohibitive for doing a partnership.
“We additionally wish to be sure that the demographics match, so we’d by no means do a childrens’ present, or a property the place a giant a part of the storyline is that no person drinks,” she says. “We really have been approached by a property I gained’t title, and we weren’t comfy doing a wine [for them because] the fan base was underneath 21. [And finally], is wine an excellent match? Does it make sense for the collection? We had large success with [‘Outlander’]. The followers liked it, we bought out in a short time, it felt like a really pure tie-in.”
Ommegang’s hyperlink to successful TV present, in the meantime, has raised its profile on a nationwide degree. “We’re a small brewery within the hills of upstate New York,” says Ommegang president Doug Campbell. “To achieve audiences in California, Wyoming, and Texas wouldn’t be straightforward for us.
“This partnership [with the show] opens these doorways in ways in which few different issues may.”
How they charge
“Outlander” wine Mo Nighean Donn California Pinot Noir: “I’m not a giant crimson wine drinker, however I’d completely cozy up with a glass or two of this on a cold fall night. It’s very earthy and heat, and my favourite crimson of the gathering.” — Bookbub
“Recreation of Thrones” beer Queen of the Seven Kingdoms: “Fairly good gentle Belgian pale. It’s blended with a bitter however the sourness is fairly mild within the taste. You scent it much more than you style it. Goes down easy. Price attempting whereas this collection lasts.” — Beer Advocate
The Strolling Lifeless” Cabernet Sauvignon: “I’m shocked it was this good! Actually impressed by the fruit forward-cab smelling nostril. Tannins are straightforward as all hell. Silky easy with nice size. Worthy of a copyright!” — Vivino.com