And so in today’s “didn’t see that coming” news, alcohol company Carlsberg have done a deal with game studio Bethesda to produce a type of beer associated with the upcoming Fallout 4 game. Unsurprisingly it’s called “Fallout Beer”.

Other than the label and the fact that it is officially endorsed by Bethesda, there doesn’t really seem to be any link to the Fallout series or any of its games, past or present. From what we’ve heard of Fallout 4 there doesn’t seem to be a connection either, but that game’s yet to be released so maybe it’s a hint of something to come? It’d be a pretty long shot though. More likely is that this is Carlsberg’s attempt to target the adult gaming audience.

“This is something of a world-first,” Carlsberg UK Corporate Affairs Director Bruce Ray said. “Adult participation in videogaming is a truly social activity, on a par with cinema and music. We’re proud to work with Bethesda to produce a beer Fallout fans can enjoy.”

Fallout Beer is available in packs of 12 for £30, and will only be available in the UK. In case you’re interested in a video game tie-in that has been described to taste “hoppy” with a “floral aroma”.