What's the next best thing to watching Game of Thrones? Watching Game of Thrones with a cold Game of Thrones beer in hand.
And now, thanks to the magical merchandising powers of HBO and Brewery Ommegang, a Belgian-style brewery in Cooperstown N.Y., you can.
Launched just in time for Season 3 of the Emmy-award winning series, the " Iron Throne Blonde Ale"- whose colors match the locks of the characters in the House Lannister-retails for about $8.50 for a 750 ml bottle and is sold at places like Whole Foods, Cost Plus, Total Wine throughout the country. (Ommegang's "Find a Beer" locator can help you track specific stores and bars).
"HBO approached us last year," said Allison Capozza, a spokesperson for Ommegang, adding that the company has brewed about 26,500 gallons of Iron Throne and plans to unveil three more varieties over the next few seasons. "The producers of the show are fans of Ommegang beers and they thought that would be a good fit for them for this project."
Game of Thrones-inspired swag- figurines, swords, a warhammer, calendars, shot glasses, beer steins, video games-also on sale, along with a 7-foot-2 throne that costs a mere $30,000, plus $1,800 in shipping. So far, no one has bought a replica of the Iron Throne.
The beer, along with other Game of Thrones paraphernalia, can be found on the official page of George R. R. Martin, the writer who created the seven book series that is official known as "A Song of Ice and Fire." Game of Thrones was one of the books.
Martin could not be reached for comment and a spokeswoman for HBO, Laura Young, declined to discuss how much of a treasure this has become for Martin.
"We actually don't discuss the details of our contracts with creators, producers, etc.," Young told ABC News.
According to Deadline Hollywood, Martin has signed a two-year development and production deal with HBO, and will continue as co-executive producer on Game of Thrones. Its third season begins March 31, on HBO.
He is also still writing book six of the series.