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May 22, 2014

Social media helps name new beer

'Valor Morghulis' becomes fourth in Game of Thrones line

To decide the name and style of its fourth “Game of Thrones” beer, Brewery Ommegang chose to ask the fans.

Brewery Ommegang recently announced the name of the fourth beer in the series, “Valar Morghulis,” an Abbey Dubbel style beer that will be released this fall. The ultimate decision to brew “Valar Morghulis,” came from the fans, who picked the new name and brew type in a Facebook poll last December.

The result of a collaboration between Brewery Ommegang and HBO, the brewery’s “Game of Thrones” beers are inspired by HBO’s hit fantasy series of the same name, which in turn was based on “A Song of Ice and Fire,” the best selling series of novels by George R. R. Martin.

The first three beers in the series, “Iron Throne Blonde Ale,” “Take The Black Stout” and “Fire And Blood Red Ale,” have all been tremendously popular, with each selling better than the last. “Iron Throne Blonde Ale,” was released in spring 2013, “Take The Black Stout,” was released in fall 2013 and “Fire And Blood Red Ale” was released this spring.

Bill Wetmore, director of marketing for Brewery Ommegang, said that the idea for the poll came from a meeting between Brewery Ommegang and HBO’s marketing team.

“We always sit down to talk about what the themes will be for the upcoming beer,” said Wetmore.

Wetmore said that during this meeting, multiple themes for a new beer were brought up. Because there were so many possibilities for themes, a fan-choice seemed like a good method of selecting a winner. 

“It was sort of our marketing team and their team working together in a brainstorm,” said Wetmore.

For the poll, each of the potential beer names was paired with an appropriate style of beer. The choices available were a tripel called “Seven Kingdoms,” quadrupels called “Khal” and “Hand of the King” and the dubbel dubbed “Valar Morghulis.”

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