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Competition in alcoholic drinks is increasingly fierce, and recent product releases are competing in a space where alcoholic drinks have not yet gone – video games. Fallout 4, one of the most anticipated games of the year, is receiving its own beer courtesy of Carlsberg UK. Although beer and video games don’t seem like a natural fit, they do share common themes: aspirations and lifestyle choices to name a few. In an era where most major alcoholic drinks players are attempting to tap into the millennial market, these video game tie-ins may prove successful.