BINGE releases House of the Dragon inspired hot sauces via Thinkerbell

To celebrate the latest series of the Game of Thrones spin-off, House of the Dragon, BINGE has released a collection of hot sauces via Thinkerbell.

Inspired by the series’ Green and Black Councils, Dracarys, for Queen Rhaenyra supporters features the relentless spice of the Carolina Reaper, Scorpion and Birds Eye Chillies and boasts a Scoville Rating of 500,000 units.

The Green Sauce for King Aegon supporters,Revenge’, contains Green Habaneros, Charapitas and Jalapenos and offers a searing Scoville Rating of 35,000 units.

BINGE marketing director Fiona King said Australia’s reaction to the launch of House of the Dragon season two has been phenomenal, which comes only weeks after an “Australian advertising first” which saw a CGI dragon fly over Sydney’s Taylor Square and scorch a billboard.

“Inspired by dragons and the world of Targaryens, we’ve crafted these exclusive hot sauces to bring the intense rivalries of Westeros into kitchens nationwide.

“Our creation is set to ignite a legendary feud, and I’m so excited to see the reactions from fans as these sauces will literally make you breathe fire. We invite all fans to choose wisely and settle in with new episodes dropping weekly until Monday 22 July.”

The hot sauce labels feature elements that reflect each of the feuding councils, with each bottle individually wax-dipped and packaged in a limited edition case.

Thinkerbell chief creative, Tom Wenborn, said… or maybe yelled: “Ahhh ahh, oh my god. Aaahhhhh, hot-hot-hot-hot!.”

Celebrities worldwide were invited to try the sauce and choose a side.

House of the Dragon cast Harry Collett and Bethany Antonia, Caroline Gaultier and Krissy Marsh from The Real Housewives of Sydney, St. George Illawarra Dragons players Kyle Flanagan and Jesse Marschke, Cam Mooney and Ruby Schleicher from the AFL Bounce crew, social media stars Luke and Sassy Scott, alongside Fox League’s favourite duo Fletch and Hindy, have tasted the fiery hot sauces and shared their reactions live across BINGE social channels.

Thinkerbell head of craft, Keir Vaughan said the idea at its simplest is that dragons breathe fire.

“So let’s make hot sauces that are so hot, you breathe fire. Beyond that, we really wanted to get to the core of the bitter feud between Houses and express this as two distinctly crafted label designs that felt iconically representative of both Houses and their Dragon Sauces. Above all, designs that are highly collectable, sharable and loved. And hot.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.