Marking the return of hit HBO series House of the Dragon, Australian streaming platform BINGE unveiled a pair of scorching hot sauces last week guaranteed to burn taste buds to ash.
Created in collaboration with agency Thinkerbell, the limited-edition release crafted by Bunsters Hot Sauces is inspired by the show’s two warring factions: The Green Council and The Black Council.
With two sauces to choose from, fans can pick a side to pledge allegiance for the fate of Westeros.
The Black Sauce christened "Dracarys" is designed after Queen Rhaenyra.
With a Scoville Rating of 500,000, it contains Birds Eye and Scorpion Chilies, as well as the feared Carolina Reaper.
Meanwhile, the Green Sauce is named "Revenge," representing King Aegon. Containing Green Habaneros, Charapitas, and Jalapenos, the sauce has a Scoville Rating of 35,000 units.
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Bunster Hot Sauces Founder Renae Bunster passionately described each of the sauces (which she co-created) in a statement, comparing Aegon’s "Revenge" to "an immediate searing punch reminiscent of a savage sword strike."
She went on to liken Rhaenyra’s Black Sauce to a slow and intense burn, like being torched by dragon fire.
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Each bottle also bears strict safety warnings that humorously read: "DO NOT CONSUME IF YOU ARE SENSITIVE TO SPICY FOODS OR HAVE ANY RESPECT FOR YOUR RECTUM WHATSOEVER," and "CONSUMPTION OF THIS SAUCE MAY INDUCE A TRIP TO THE PORCELAIN THRONE."
Available in very limited quantities, fans and spice enthusiasts can only claim the sauces by winning the BINGE giveaway on Instagram.
Trial by Fire
Coinciding with the launch, BINGE assembled a spicy challenge to put taste buds through a trial by fire.
Videos posted on the platform's social media channels feature a select group of celebrities and influencers braving the extreme heat:
- House of the Dragon stars Harry Collett and Bethany Antonia
- The Real Housewives of Sydney stars Caroline Gaultier and Krissy Marsh
- George Illawarra Dragons players Kyle Flanagan and Jesse Marschke
- Australian Football League players Cam Mooney and Ruby Schleicher
- Social media influencers Luke and Sassy Scott
- Rugby legends and game show hosts Fletch and Hindy
As evidenced by the challenge, even the bravest and strongest of warriors had a difficult time dealing with the draconic heat.
BINGE Marketing Director Fiona King spoke highly of the reception House of the Dragon received in Australia, describing the platform’s enthusiasm for the activation.
"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," she said.
"We invite all fans to choose wisely and settle in as the newest episode of the series drops today (Monday, July 1st)," she concluded.
Hot sauce-adjacent marketing seems to be taking pop culture by storm over the last decade, thanks in part to the massive success of online talk show Hot Ones, which also sells its own line of custom hot sauces.
A report from Transparency Market Research Inc. valued the global hot sauce market at $9.3 billion in 2021, predicting that it would reach $15 billion by 2031.
As consumers continue to expand their food choices and increase their spice tolerance, the future of hot sauce looks to be heating up nicely.
