‘The Mountain That Rides’ from ‘Game of Thrones’ Launches Icelandic Vodka

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Game of Thrones already has an official beer brand. And now the HBO phenomenon has an unofficial vodka thanks to Hafthor “Thor” Julius Bjornsson.

The Iceland strong man rose to fame as Sir Gregor “The Mountain That Rides” Clegane. Instead of CGI, Thor was the real deal, a monster professional strongman from Iceland. On a show full of unusual standout characters, Thor managed to stand out in a small part.

Now he’s spinning that bit of fame off to launch Icelandic Mountain Vodka. The brand says the vodka is “based on the old Icelandic legends of the guardians of the Icelandic Spirits” and that the dragon, the eagle and the bull products are coming soon.

Icelandic Mountain Vodka

Bjornsson’s visage is on the bottle and in a new YouTube promo, he hams it up as the face of the brand of vodka bearing his Game of Thrones character nickname. For a guy who could snap a normal human in half, he radiates a warm, goofy fun quality—not unlike that of Andre the Giant.

This is not Thor’s first go around as a product pitchman. Before HBO fame, he advertised gyms.

Nor is it the fist time a product he is pitching references his Game of Thrones character without being an official Game of Thrones product. Earlier this year, Thor appeared—as himself—in an ad for Heavy Bubbles, a sparking water that boasts a truly unique, barbell-like package design. Each package is designed not by volume but how many kilos it weighs when full. At 1.7 million views and counting, it’s safe to say it’s the most successful web-only European bottled water ad since Evian’s “babies” campaign.

Except that the ad is not for the fictional Heavy Bubbles brand but for popular home water infusion powerhouse SodaStream.

thrones beer

Unfortunately for The Mountain vodka, The SodaStream ad is far superior. A quirky curiosity—but it’s hard to see The Mountain growing too successful. The brand’s hook is its (tenuous) attachment to the show and alcohol brands rely on repeat customers for success. Also unclear is how and if the other products will tie in to Game of Thrones like The Mountain product is clearly meant to.

Other than the aforementioned HBO-licensed Game of Thrones Seven Kingdoms Hoppy Wheat Ale from Ommegang Brewery. product tie-ins to the show have been thin. Specialty companies like Jalic and Olga Ganoudis Designs have signed up to make licensed replica weapons and jewellry. Visit Valyriansteel.com for yours today!

The Daily Dot recent pondered Game of Thrones products we all wished existed: “Bran Flakes.” Others have used the series to look at brands. One Nike designer took to the series to redesign all the house logos.

Meanwhile brands have been very happy to associate themselves with Game of Thrones. Some brands have even been exceptionally creative and fun about it.

Icelandic Mountain Vodka

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