Fans of HBO’s “Game of Thrones” chose the next brew in Brewery Ommegang’s line of beers for the series, which will be inspired by the motto “Valar Morghulis” meaning "All Men Must Die."
Selected through a Facebook poll in December 2013, Valar Morghulis is a central thematic element in the show's fourth season, which debuted in April.
The phrase won out over Seven Kingdoms, Hand of the King and Khal, with more than half of the total votes.
"The fan response to the beers has been so incredibly positive that we thought it would be a fun reward to ask them to play an active role in selecting the fourth beer," says Bill Wetmore, director of marketing, Brewery Ommegang. "It's not uncommon to hear ‘Valar Brewghulis’ spoken in the halls of the brewhouse, so we were secretly hoping that Valar Morghulis would be the winner."
The voting also determined the style of the new beer–an Abbey Dubbel. The label art will feature the two-headed coin given to Arya Stark by Jaqen H'ghar, and each cork will be fire-branded with "Valar Dohaeris," which is the traditional response phrase to "Valar Morghulis," meaning "All Men Must Serve."
Valar Morghulis follows Iron Throne Blonde Ale (spring 2013), Take the Black Stout (fall 2013), and Fire and Blood Red Ale (available now), and will be available at retail in the U.S. this fall.
"The fan base for Game of Thrones keeps growing larger as each new season debuts, and the popularity of the beers is growing right along with the show," says Josh Goodstadt, vice president, HBO Global Licensing. "For this fourth beer, we found the perfect opportunity to give those diehard fans the power to choose what beer they wanted to drink, and we can't wait to share this special brew with them this fall."