Netflix teams up with Athletic on ‘The Witcher’ brew

By: Trademagazin editor Date: 2023. 06. 05. 09:34

US non-alcoholic brewer Athletic has partnered with streaming giant Netflix on a limited edition beer for fantasy drama, ‘The Witcher’.

The brew, dubbed Geralt’s Gold after the main character in the show, is the first in a series of three brews from Athletic for Netflix, ahead of the next series of The Witcher, which is due to arrive on screens on June 29. Details of the next two beers will be released shortly, the companies said.

Geralt’s Gold that is described by Athletic Brewing as a “medium-bodied and highly aromatic with notes of citrus and florals atop a ripe peach nose will be sold across the USA at select retail locations as well as on the Athletic Brewing website. The first 750 customers who order Geralt’s Gold online will also receive a free collectible glass that incorporates iconic symbols from The Witcher, it said. Customers in Canada and the UK will also be able to purchase Geralt’s Gold on their locally-based websites.

Speaking about the deal, Andrew Katz, chief marketing officer of Athletic Brewing Company, said: “There’s no better way to enjoy an award-winning craft brew than paired with one of the most entertaining shows on Netflix.

“At Athletic, we celebrate storytelling and love taking our brews to unexpected places. That’s why we’re thrilled to partner with one of the original creative streaming services to bring our fans something truly special.”

Vice President of consumer products at Neftlix, Josh Simon said the streaming firm ‘love coming up with new and unique ways for fans to experience the stories they love’.

Athletic Brewing is the second largest non-alcoholic beer brand in the US and overall sales of non-alcoholic beer in the country are up a third on the year to date.

The Drinks Business