Magazine article Variety

Hbo Partners with Diageo to Create 'Game of Thrones' Whiskey

Magazine article Variety

Hbo Partners with Diageo to Create 'Game of Thrones' Whiskey

Article excerpt

The "Game of Thrones" brand is no stranger to beverage partnerships, having released specialty collections of beer and wine. But according to HBO's VP of licensing & retail, Jeff Peters, "we'd been looking for partners in the licensed spirit space for a while," which was where Diageo's pitch came in for limited-edition Scotch whiskey.

The Night King calls forth his icy army in Diageo's White Walker by Johnnie Walker. The idea emerged from the fact that "we happen to have one of the northern-most distilleries in Clynelish that survives long, hard winters," says Dan Sanborn, Diageo VP of PR and entertainment marketing.

Diageo also created eight single malts by aligning the locations and histories of their Scotland distilleries with the virtues of the Houses of the Seven Kingdoms and the Night's Watch. Sanborn explains that the Cardhu Gold Reserve, for instance, celebrates the female leadership of Daenerys and House Targaryen, as the Cardhu distillery was "pioneered by two women during the 1800s when the industry was almost entirely male-dominated. …

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