Brands
Medusa Beverages to launch House of the Dragon beer in Haryana early next year
MUMBAI: Dragons have captivated Gen Z ever since eight seasons of The Game of Thrones recorded unbelievable viewership numbers the world over. The prequel House of the Dragon also set the house on fire on HBO Max and linear TV channels, and was renewed for three seasons, and is scheduled to end with the fourth season.
In July this year, home grown beer brand Medusa Beverages signed a licensing deal with Warner Bros Discovery Global Consumer Products (WBDGCP) and announced that it was introducing an exclusive House of Dragon variant for beer and dragon lovers as collectibles. This limited-edition brew features a smoky, fiery flavour profile that reflects the mystique and spirit of the HBO original drama.
The House of the Dragon beer has been rolling out in Delhi, Punjab, Uttar Pradesh, Chhattisgarh, and Himachal Pradesh ever since. Medusa Beverages now says Haryana is expected to join the line up early next year in a press release.
The company points out that the partnership taps into the universal fascination with dragons—symbols of fire, strength, and mythical grandeur—to create a unique sensory experience. The smoky, burnt notes of the beer mirror the fiery essence of roasted malts, while its robust profile is designed to resonate with those who appreciate a drink that tells a story. The House of Dragon beer is more than a beverage—it’s an invitation to indulge in a flavourful journey that aligns with the allure of fantasy and mythology.
Medusa Beverages founder & CEO Avneet Singh highlights that the brewer believes in crafting beers that tell a story and bring people together and that he wanted beer-guzzlers to experience a drink larger than life.
“Our collaboration with Warner Bros. for the House of Dragons beer celebrates boldness and creativity. The smoky, fiery essence is our way of paying homage to the mystical dragons that inspire strength and awe in all of us,” he adds.”
Medusa Beverages is not the only company and it is not the first time WBDGCP has extended its House of the Dragon licence for the famed series. Picaddily Distilleries – the maker of the famed Indri single malt brand – had introduced a whisky collection with two distinct flavours inspired by the iconic councils of Westeros in Jully 2024. The first – the House of Black, and the second – the House of Green.
In 2022, it had signed up with Bira91 which introduced House of the Dragon beer in 330ml bottles and 500ml cans across Mumbai, Bengaluru, Delhi, and Pune. Then the dragon brand made its appearance on US winery Seven Kingdoms Cellars which launched wines . Danish brewery Mikkeller, also released Syrax Rises, a beer collectible in the same year.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
