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Adding streaming, DVR recordings and repeat showings, the hit series Game of Thrones averaged over 23 million viewers per episode for the latest series — up 15 percent from last year. Back in July we covered a platform giving fans of the series the chance to send anonymous plot spoilers to their enemies. Now, HBO has partnered with Vintage Wine Estates to produce the latest range of series merchandise: wine.

From September 2017, super-fans will be able to purchase Game of Thrones wines to celebrate the approaching seventh season. The range will comprise of three wines: a Chardonnay, a Cabernet Sauvignon, and a red wine that pays homage to the infamous ‘Red Wedding’ episode. The Chardonnay and red wine will cost GBP 16, and the Cabernet Sauvignon GBP 32. Pat Roney, President and CEO of Vintage Wine Estates explains the thought behind the partnership, “Any fan of Game of Thrones appreciates the role wine plays in the saga. We are very excited to partner with HBO to give those fans some delicious wines to sip as they plot their own paths to the Iron Throne.”

HBO has previously partnered with Ommegang Brewery for series themed beer. How else will we see multimedia franchises branch out in the future?