Carlsberg teams with video game series Fallout for limited edition beer
Carlsberg UK has inked a deal with Bethesda Softworks, the maker of video game series Fallout, to produce a beer inspired by the game named Fallout Beer.
Available via Amazon.co.uk the beer will begin shipping to customers from 31 October ahead of the launch of Fallout 4 on 10 December.
Bruce Ray, corporate affairs director at Carlsberg UK said of the tie-up: “This is something of a world-first. Adult participation in video gaming is a truly social activity, on a par with cinema and music. We’re proud to work with Bethesda to produce a beer Fallout fans can enjoy”.
A case of 12 330ml bottles of the four per cent beer will cost £29.99.
The collaboration follows the news earlier this month (October) that Tesco is so stop selling almost all Carlsberg products in its stores.