Fallout 4 developer Bethesda announces that Carlsberg UK will release a special beer based on the hit franchise, making it the first officially licensed video game beer ever.
When the release of a big name game draws near, the publisher tends to look for ways of promoting the title. This can lead to ad space being rented on the side of buses, graffiti artists being contracted to construct elaborate murals, or paying YouTubers to talk the game up. But at the end of the day, gamers need something to get excited about for an advertising technique to be truly successful. It would seem Bethesda agrees with this sentiment, as the developer of Fallout 4 has decided to launch a branded product that over-21 fans can really get behind: Beer.
To coincide with the upcoming release of the highly anticipated open-world post apocalyptic RPG Fallout 4, Bethesda has decided to throw its hat into the burgeoning craft beer market. The developer has joined forces with the England-based brewer Carlsberg UK, and is gearing up for the November 5th release of a beer based on the beloved franchise, aptly titled Fallout Beer. According to the brewer, Fallout Beer will clock in at 4% ABV (alcohol by volume), and is intended to be sipped with dinner or while gaming. Carlsberg UK describes the brew as featuring a “refreshing zesty hoppy taste” that is capped off with a “floral aroma.”
While breweries around the globe have released plenty of beers inspired by video games, the Fallout Beer is the world’s first officially licensed video game alcoholic beverage. In a statement, Carlsberg UK’s corporate affairs director Bruce Ray expressed pride in the team-up, stating:
“This is something of a world-first. Adult participation in video gaming is truly a social activity, on a par with cinema and music. We’re proud to produce a beer Fallout fans can enjoy.”
Beer loving Fallout fans are surely already reaching for their wallets, but Carlsberg UK has yet to clarify if the beer will be released overseas. Currently, the Fallout Beer is available for pre-order on Amazon.uk, where it retails a whopping £29.99, which translates to $45.92. A bit steep for a twelve pack, but the Fallout Beer is sure to become a must-have collector’s item amongst the Fallout faithful.
While many fans will likely bemoan Bethesda’s missed opportunity at not producing a Nuka Cola drink, the Fallout Beer is a branded tie-in that gamers are happy to get behind. But for now, fans will just have to keep their fingers crossed that the beer makes it to the States. Otherwise, Fallout 4 fans will just have to settle for branded socks.