Beer inspired by Warner Bros’ House of The Dragon makes a scorching debut in Delhi
Medusa Beverages and Warner Bros. have entered an exclusive partnership to bring a House of The Dragon-inspired beer with a unique taste and packaging.
Based on George RR Martin’s Fire and Blood, the HBO Original drama series, House of The Dragon, created waves with its first and second seasons.
Set 200 years ago before the events of Game of Thrones, the show, with its intricate plot twists, inspired many brands to come up with merchandise. But who knew a beer could be fashioned on the theme?
Delhi-based Medusa Beverages Pvt. Ltd has entered an exclusive partnership with Warner Bros. Discovery Global Consumer Products to make this a reality. The result of this is the House of The Dragon Fire edition, which captures the theme through its unique packaging and taste.
“The ethos of this collaboration lies in similar sensibilities between House of The Dragon and Medusa Beverages. This edition is a co-branded deal with Warner Bros. for three years, with rights to both House of The Dragon and Game of Thrones,” Avneet Singh, Founder and CEO of Medusa Beer, tells YS Life.
The new Fire edition is a co-branded deal with Warner Bros. for three years, with rights to both House of The Dragon and Game of Thrones
The target demographic includes consumers between 25 and 40 years, who are fans of the popular show.
Behind the scenes
It took a while for Medusa Beverages to convince Warner Bros. to strike this deal, admits Singh.
“We decided a year ago to approach them when the second instalment of House of The Dragon series was launched. It took us six to seven months to convince them.”
In line with the theme, the first phase of the partnership will have beer cans with dragons spewing fire all over. These elements are clear indicators of a House of The Dragon-inspired design.
“It is a combined effort of both brands. However, the design language related to the series was given to us by Warner Bros.,” says Singh.
“We had access to a space lab to find exact themes and designs for our use. We couldn't change anything since these were all copyrighted designs. For everything we designed, it had to be approved by the Warner Bros. team in the US,” he explains.
It isn't just the packaging but also the taste that differentiates this edition from the rest. The beer makes use of two-row malted barley from Argentina converted into roasted malt in India. It also has a few unique hops that make this variant more smoky and peaty.
“It took us four months to freeze the profile for this variant. Another different aspect of this edition is that we are telling consumers the exact alcohol by volume (ABV), which is 5.5%. Generally, the range is given on labels,” says Singh.
Avneet Singh, Founder and CEO, Medusa Beverages
In Delhi, which is the largest market for Medusa Beverages, the price range of the Fire edition will be Rs 150 for a can, while a pint will be priced at Rs 120 (once launched in one to two months).
It will also be available in the urban parts of Punjab, western Uttar Pradesh, Chandigarh, and Haryana in the first phase. Later, the beer will also reach Uttarakhand and Chhattisgarh.
“These would be found both off-trade and on-trade. It will also be available in kegs,” adds Singh.
Expansion plans
Medusa and Warner Bros. are also already working on the next variant, which will be a Game of Thrones-inspired beer. It will be out in the next financial year, says Singh.
Since its launch in 2018, Medusa Beverages has carved its reputation in the alco-bev market. They have two variants—Medusa AIR with a mild taste and bolder taste (with 4.5% ABV). On the other hand, the Medusa Premium Strong Beer is crisp and zesty, with a 5.9% ABV.
Post Covid-19, the brand has witnessed a CAGR of 100%. In 2022-2023, it sold 3,20,000 cases, with numbers growing to 6,80,000 in 2023-2024. Currently, the sales stand at 1.1 million cases.
“Medusa isn't just a beer; it's a lifestyle choice, a nod to the rich history and culture of this beloved drink. Our strategic marketing and eye-catching, quirky packaging reflect our commitment to innovation and quality,” says Singh.
Medusa has plans to expand over this year and the next, with Assam, Andhra Pradesh, and Haryana on the cards. The goal is to capture market share in the northeast and down south, bolstering their current market share in India.
Edited by Megha Reddy