Game of Thrones is gearing up for its third season, and there’s something new to fill your glass as you watch the battle for the rule of the Seven Kingdoms unfold. New York's Brewery Ommegang partnered with HBO to create a series of beers inspired by the Medieval fantasy story, and the first one will debut this week at South by Southwest during a gallery show filled with Game of Thrones art.

Iron Throne Blonde Ale is a work of art itself, in a way, since it was carefully crafted to channel the TV show’s character and plot, instead of being a simple product tie-in with a name slapped on it. Ommegang brewmaster Phil Leinhart says, “With a Lannister currently on the throne, it made sense to do a delicate but piercing golden blonde ale with noble hops... it is fair in color and soft in appearance, yet it still possesses a complexity and bite to be on guard for.” Lemon peel and grains of paradise were also used in the brewing process.

After the March 8 debut at SXSW, you can expect to find Iron Throne in just about all Ommegang markets by the end of the month, just in time to stock up for the March 31 premiere of Game of Thrones. The beer will be available both on draft and in 750-ml bottles (with a suggested retail price of $8.50 per bottle).

Iron Throne is just the first in the Game of Thrones beer series. Ommegang is almost finished with the recipe for the second beer, which is expected to be released this year, probably in the fall. An additional two beers are planned for 2014. If you’re at SXSW, let us know if you get to try it! Otherwise, stay tuned for a review, coming next week to this space.