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The premium beverage industry has exploded in popularity over the last decade or so, spawning a number of niche drinks marketed specifically for gamers.
Big names like Bawls and Mountain Dew Game Fuel immediately come to mind although there are literally dozens – and maybe even hundreds – of obscure drinks for gamers. I mean, who knew that Nintendo and even Turtle Beach sold beverages for gamers?
Regardless of brand, the one thing that virtually all of them have in common is the fact that they’re energy drinks. That designation typically meaning they provide extra doses of caffeine, sugar and / or other ingredients like guarana to help boost alertness, keep you awake for longer or “send you into the stratosphere” as Bawls proudly proclaims.
In other words, they’re “uppers.”
Bethesda Softworks will soon be releasing a premium drink of its own that’s marketed towards gamers – specifically, fans of the post-apocalyptic Fallout franchise. What makes its upcoming drink unique, however, is the fact that it’s not an energy drink – it’s an alcohol-laden adult beverage.
The aptly-named Fallout Beer is the result of a partnership with Carlsberg, a brewery in the UK. Inspired by fictional Vault-Tech Industries, Fallout Beer is brewed using a unique blend of malted barleys combined with selected hops. The result, according to its Amazon product page, is a light colored pilsner lager with a refreshingly zesty hoppy taste and a floral aroma.
Bruce Ray, corporate affairs director at Carlsberg UK, said this is something of a world-first. Adult participation in video gaming is truly a social activity, adding that it’s on par with cinema and music and that they’re proud to worth with Bethesda on the product.
If you missed out on pre-ordering the Fallout 4 Pip-Boy Edition (we hear it’s back up for pre-order over on Bethesda’s store), this could be your shot at redemption… either that, or an opportunity to drown your sorrows.
All jokes aside, Fallout Beer seems like a pretty slick collectible. Do note, however, that it’s being sold exclusively in the UK as a beer marketed to gamers probably wouldn’t fly in the US. Maybe we can keep our fingers crossed for Nuka-Cola?
Gamers 18 and older (the legal drinking age in the UK) can pre-order a case of 12 bottles for £29.99 (which includes free delivery) ahead of its November 5 release date. That works out to roughly $45, nearly as much as the game itself.
Fallout 4, meanwhile, is set to drop five days later on November 10 for PlayStation 4, Xbox One and the PC. Do you plan on picking up the game and / or a case of cold ones to go with it? Let us know in the comments section below!
Lead image courtesy Bit-tech