PROJECT CASE STUDY
Bira 91 x House of the Dragon
A co-branded product and campaign combining custom beer, packaging, merchandise, retail displays, and CGI content.
Client
Bira 91
Services
Product Development · Packaging · Merchandising · POS Design · CGI Campaign
Key Results
Launched an exclusive co-branded beer, merchandise collection, retail displays, and digital campaign.
Industry
Beverage · Entertainment
Background
Bira 91, an innovative Indian craft beer brand, aimed to captivate a global audience by partnering with Warner Bros. for the highly anticipated TV show House of the Dragon. The challenge was to create a memorable collaboration that would resonate with fans of the Game of Thrones universe while ensuring Bira 91’s brand stood out in an internationally competitive market. The objective was to build a seamless integration of Bira 91's product line with the show’s aesthetic and themes, attracting both new and existing consumers.
Approach
As the creative agency, we developed a multi-faceted strategy focused on product innovation and immersive fan experiences, including:
New Product Development: We collaborated closely with Warner Bros. to create custom beer “Fest. Oktoberfest Lager” inspired by House of the Dragon. This included designing labels, packaging, and key visuals that drew from the show’s iconic imagery and medieval fantasy themes. The goal was to offer fans a tangible connection to the show through exclusive, collectible beer products.
Merchandising: In addition to the beer “Fest”, we developed custom House of the Dragon themed merchandise, including limited-edition glassware, coasters, and branded apparel. This created further opportunities for fan engagement and brand exposure.
Point of Sale (POS) Integration: We designed visually impactful point-of-sale displays for retail environments that tied directly into the look and feel of the show, ensuring that the collaboration was visible and compelling across bars, restaurants, and stores.
Digital Campaign: Our agency also developed a fully CGI video for social media to announce the new beer. The video echoed the show’s visual style, featuring epic landscapes and dragons, immersing fans in the House of the Dragon world while introducing them to the new beer.
Solution
By seamlessly integrating House of the Dragon branding into Bira 91’s product line and merchandising, we provided a comprehensive branding solution that appealed to fans of both the show and craft beer. The thematic packaging and carefully designed merchandise offered fans an immersive experience, driving deeper engagement with the brand while tapping into the cultural phenomenon surrounding the series.
Results
By seamlessly integrating House of the Dragon branding into Bira 91’s product line and merchandising, we provided a comprehensive branding solution that appealed to fans of both the show and craft beer. The thematic packaging and carefully designed merchandise offered fans an immersive experience, driving deeper engagement with the brand while tapping into the cultural phenomenon surrounding the series.
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