How India's Medusa Beverages is Bringing Westeros to Life Through Beer

In a groundbreaking collaboration that seamlessly merges the magic of cinema with the craft of brewing, Medusa Beverages has joined hands with Warner Bros. Discovery Global Consumer Products to unveil an exclusive 'House of the Dragon'-inspired beer collection. This partnership is a tribute to the captivating world of the HBO Original drama series and celebrates the return of the epic saga. Here’s how Medusa, an iconic Indian beer brand, and Warner Bros. have created a beverage that captures the fiery essence of dragon fire and the adventurous spirit of Medusa.

A Legacy of Boldness

Established in 2018, Medusa Beverages is not just a beer brand—it’s a lifestyle choice. With a commitment to innovation and quality, Medusa offers adventurous millennials and trendsetting Gen Z consumers a unique experience. The brand's signature blends of premium barley malt and hops imported from Germany have carved a distinctive space in India’s alcobev industry. From its quirky, modern packaging to its bold flavors, Medusa reflects a blend of elegance, mystery, and transformation inspired by its mythical namesake.

"Medusa is more than just a drink; it’s about embracing a lifestyle filled with taste, tradition, and bold experiences," says Avneet Singh, Founder & CEO of Medusa Beverages.

A Dynamic Landscape

The alcoholic beverage (AlcoBev) industry is a dynamic and multifaceted sector that encompasses the production, distribution, and sale of a wide range of drinks, including beer, wine, and spirits. This industry has a long history intertwined with cultural traditions and social practices around the world. Today, it continues to evolve in response to shifting consumer preferences, innovative production techniques, and changing regulatory environments. With significant economic impact globally, the AlcoBev industry is marked by a blend of established giants and emerging craft producers, catering to diverse palates and market segments.

Segmentation of Indian AlcoBev Industry

India's alcoholic beverage market is predominantly driven by distilled spirits, which make up ~90 percent of total alcohol consumption (in pure alcohol terms). This contrasts with developed nations, where undistilled beverages like beer and wine hold a larger market share. Additionally, undistilled alcoholic beverages in India often have a higher alcohol content by volume compared to Western countries. Within the beer segment, strong beer has a significant share of overall consumption, underscoring the preference for higher-alcohol options.

Founded in 2017, Medusa Beverages has swiftly emerged as a dynamic player in North India’s AlcoBev industry, with a clear focus on establishing itself as a premier beer brand. Headquartered in New Delhi, Medusa specializes in crafting premium quality beer offerings that cater to the evolving tastes of modern Indian consumers. With an ambitious vision to capture a significant share of the national beer market over the next 15 years, Medusa’s journey is rooted in its commitment to quality, innovation, and sustainable growth. Medusa Beverages is not just another player in the market—it is a transformative force driving the future of beer in India.

The Spark Behind the Collaboration

The idea for this collaboration emerged when Warner Bros. announced the return of House of the Dragon. Recognizing the synergy between the ethos of Medusa and the fantasy series, Singh approached Warner Bros. to create a beer that would resonate with fans of the show and beer aficionados alike.

"The audiences of Medusa and House of the Dragon overlap in so many ways—their adventurous spirit, their love for boldness, and their appreciation for craft. This collaboration felt like the perfect fit," Singh explains

Crafting the Fire Edition

Unlike typical collaborations that focus on aesthetics, Medusa’s 'Fire Edition' brings innovation to the brew itself. Drawing inspiration from dragon fire, this new beer features roasted malted barley to create a smoky, peaty flavor profile—a nod to the fiery landscapes and epic battles of House of the Dragon.

"This isn’t just about the packaging; it’s a completely new beer. The taste, the aroma, everything has been reimagined to reflect the essence of the series," Singh emphasizes.

Positioned in the super-premium segment, the Fire Edition is set to compete with top-tier brands like Budweiser Magnum and Kingfisher Ultra Max. This bold move is supported by a beer market that’s growing at a robust 12 percent CAGR, with evolving consumer preferences leaning toward premium craft brews.

The Collector’s Dream

Each can in the limited-edition series features dramatic designs inspired by House of the Dragon. From scorching infernos to icy realms, the artwork embodies pivotal elements of the show’s narrative, making these cans collector’s items for fans.

"Our cans tell a story. They’re more than packaging; they’re a gateway to the world of Westeros," Singh says.

Retail and Market Reach

Currently available in seven Indian states, including Delhi, Punjab, and Uttar Pradesh, Medusa plans to expand into three more states in FY26: Haryana, Andhra Pradesh, and Assam. The Fire Edition will roll out in these markets and is expected to make a significant impact.

"This collaboration is just the beginning. We’re also exploring international markets like the UK and Dubai, with plans to send our first consignments as early as February and April next year," Singh shares.

A Strategic Focus on Social Engagement

With advertising restrictions in the alcobev sector, Medusa’s marketing strategy relies heavily on social media and experiential events. From art collaborations to stand-up comedy shows and fashion events, the brand is building a unique identity that attracts loyal customers.

"Social media and on-ground events have allowed us to connect with consumers in meaningful ways. They get to experience the brand, not just the product," Singh notes.

The Business of Boldness

Medusa’s growth trajectory has been nothing short of spectacular. With gross revenues rising from Rs. 64 crore in FY22 to Rs. 132 crore in FY23, and a projected Rs. 180 crore this year, the brand is doubling its revenue year-on-year.

"Our growth reflects our commitment to quality and innovation. We’ve always aimed to stand out, and our customers recognize that," Singh says.

Future Prospects and Upcoming Collaborations

While the Fire Edition is a three-year collaboration, Medusa holds IP rights for both House of the Dragon and Game of Thrones. As Warner Bros. plans new seasons, Singh hints at more exciting variants in the pipeline.

"We’re not stopping here. The world of Westeros is vast, and we’re just beginning to explore its potential," Singh reveals.

The Road Ahead

Medusa envisions a future of national presence and deeper consumer engagement. With plans to explore more collaborative opportunities and international markets, the brand is poised to redefine the Indian alcobev landscape.

"In five years, we see Medusa as a global name synonymous with boldness and innovation. The journey has just begun," Singh concludes.

With its innovative brewing techniques and a bold partnership with Warner Bros., Medusa Beverages is setting a new benchmark in India’s beer industry. The Fire Edition isn’t just a drink; it’s an experience—a fiery tribute to adventure, fantasy, and the craft of brewing.