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# Video Game-Themed IPAs
New Belgium Brewery's 'Ridden IPA' Celebrates Launch of 'Back 4 Blood'

By Niko Pajkovic | Published 2021-10-12 | Lifestyle
Source: Trend Hunter, https://www.trendhunter.com/trends/new-belgium-brewery
References: [thedrinksbusiness](https://www.thedrinksbusiness.com/2021/10/new-belgium-launches-ridden-ipa-to-appeal-to-gamers/) & [voodooranger](https://voodooranger.co.uk/products/ridden-ipa-pack)

Craft beer maker New Belgium Brewery has partnered with soon-to-be-released videogame 'Back 4 Blood' to launch the 'Ridden IPA.' The limited-edition beer, which derives its name from a specific fight scene in 'Back 4 Blood', has been added to the brand's '[Voodoo Ranger](https://www.trendhunter.com/trends/voodoo-ranger-ipizzaa)' line.

This is not the first time that New Belgium Brewery has collaborated with companies from the gaming world. In fact, the 'Voodoo Ranger' line was designed specifically to appeal to gamers -- last year, the company partnered with '[Dungeons & Dragons'](https://www.trendhunter.com/trends/fantasysagainspired-whisky-bottles) to launch several live stream events.

As part of the new partnership, the New Belgium brewery has begun working with London's [Dalston's](https://www.trendhunter.com/trends/dalstons-prebiotic-soda) Loading Bar to provide fans the chance to play 'Back 4 Blood' before its October 12 release date. “Our marketing strategy is all about giving something back to brand fans, and that’s the whole idea behind the partnership with Dalston’s Loading Bar," explains Chris MacRae, Voodoo Ranger's brand developer.

Image Credit: Voodoo Ranger

## Trend Insights (Trend Hunter)

- Score: 3.6/10
- Popularity: 40% | Activity: 57% | Freshness: 10%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial, Gen X
- Top markets: North America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking)

## Key Themes

### Key Themes Behind This Trend

- **Video Game-themed Collaborations:** Collaboration between different gaming industries and consumer brands to spark unique and interactive customer experiences.
- **Limited-edition Beverages:** Creating limited-edition products driven by partnerships between consumer brands and specific events, releases, or pop culture moments.
- **Niche Consumer Targeting:** Designing and marketing products towards specific customer demographics, interests and trends to create brand affinity and loyalty.

### Where This Applies

- **Craft Beer:** Collaboration with the gaming industry could open new market opportunities for small and independent breweries looking to diversify their product portfolio.
- **Gaming:** Partnering with non-gaming brands to produce limited-edition products creates new revenue streams and marketing opportunities for the gaming industry.
- **Marketing:** Combined marketing efforts by non-competing brands help to broaden audience reach and gain new followers across multiple industries and channels.

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