Partnership:

DUNGEONS & DRAGON'S and Dragon's Milk

Description:

New Holland Brewing Co. and Wizards of the Coast (a Hasbro division) are entering their third consecutive year of collaboration, bringing back fan-favorite D&D-themed beverages under the Dragon's Milk brand: Coconut Rum Barrel Reserve Stout, Origin Mead Cask Bourbon, and d20 Brew. The 2026 release schedule kicks off with Coconut Rum Barrel Reserve Stout, arriving July 29 at New Holland brewpubs, with additional releases to follow.

The partnership pairs D&D's fantasy lore with Dragon's Milk's bourbon-barrel-aging process — each release features D&D-inspired artwork and packaging, and past editions have included collectible extras (dice towers, dragon-themed pour spouts). The collaboration originally launched to mark D&D's 50th anniversary and has continued to expand each year.

Products are sold at New Holland brewpubs, select retailers, and online at dragonsmilk.com/dnd.

Partnership Opportunity:
DUNGEONS & DRAGON'S/Gaming & Esports
Company:
Wizards of the Coast
Partner/Category:
Dragon's Milk /Beverages
Timing:
August 3rd Quarter 2026
Target:
Male
Female
Family
Adults
Adults 55+
Adults 45-54
Adults 35-44
Adults 25-34
Adults 18-24
Promotional Elements:
Branded Content
Collectible
In-Store / Retail
Licensed Product
On Pack
POP Display / End Cap / Shelf-Talker
Media Elements:
Created On:
2026-08-25
Last Modified on:
2026-08-25
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