Friday, May 9, 2014

Iron Maiden’s Trooper Beer sells 5 million pints in first year

UK’s Robinsons Brewery have announced that Iron Maiden’s Trooper Beer has sold 5 million pints in its first year.

The company revealed the news Friday, on the brand’s first anniversary.

Launched in the UK in the spring of 2013, the beverage is named after the classic Iron Maiden song of the same name. Trooper was personally designed and developed as a top quality Premium British Beer by Iron Maiden vocalist and real ale enthusiast Bruce Dickinson with Robinsons' Head Brewer Martyn Weeks.

Since Trooper’s launch, the beer has expanded its global coverage and is currently distributed in 40 countries.

“When asked a year and a half ago if we wanted to enter into a partnership with the respected Robinsons Brewery to design and brew a real ale for ourselves and our fans, we leapt at the chance,” says Dickinson. “What has been particularly encouraging, over and above the international sales success and even over the tremendous reaction from our fans, is how it has been so warmly welcomed by serious beer aficionados outside the Iron Maiden community.”

“As a dedicated ale drinker myself, I was very aware of the many great beers available and the extremely high level of competition we faced,” he added. “For Trooper to have grabbed people’s imagination and taste buds right from the very start has given us all a real sense of satisfaction. We’re very grateful to our new friends at Robinsons and our export partner, Sovereign Beverages, for their continued dedication in getting Trooper out to quality ale fans globally.”

“Establishing a new beer is a long and difficult process,” explains Robinsons Joint Managing Director Oliver Robinson. “It’s tough enough to launch a new beer in the UK, but to do so this successfully and to also take a beer global immediately is a different scenario altogether. Brewing over 5 million pints in a single year is not extraordinary in itself. However, brewing 5 million pints within the FIRST year of launching a new ale brand is astonishing for a regional brewer like Robinsons. Also, 47% of the beer brewed is already being shipped to 40 countries - of which 15 markets are first timers for Robinsons – including 36 out of 50 US States, Canada, Europe, Mexico, and Brazil. This is quite simply the most successful new product we have ever launched into the export market in our 175 year history.”

As Trooper celebrates its first anniversary, the brand has just been named the “Official Ale” of the Sonisphere Festival at Knebworth Park, where on July 5th Iron Maiden will headline on the final date of their Maiden England World Tour.

Iron Maiden will kick off their 2014 live dates May 27 in Barcelona, Spain.

See also:

Iron Maiden’s Trooper Beer adds new bottle size
Iron Maiden bassist announces solo summer tour
Iron Maiden singer to fly Sainsbury’s CEO on charity private jet tour
Iron Maiden add dates to summer tour
Search Iron Maiden at hennemusic