The beer, which Robinsons Brewery describes as an “authentic collaboration” came about by the brewer being was approached by the band during the Spring of 2012 following its successful collaboration with the band Elbow and resulted after a blind beer tasting with Bruce where he picked the hops himself.
Speaking at The Publican’s Morning Advertiser’s Beer Innovation Summit, Robinsons Brewery’s director of marketing David Bremner said: “Authentic collaboration is identifying and understanding the demographic of band's following, and matching that with suitable product for their age group and tastes. Bruce is considered knowledgeable and fanatical about beer, so there is a truly authentic relationship, which adds weight to the reasoning.”
“Trooper drives footfall. Pubs listing it show 8% sales growth,” he added and unveiled statistics from Robinsons’ 340 pub tenanted estate showing 223 pubs having tried Trooper and 97 have sold over 10 x 9 gallons of it – equal to 641 barrels in total.
Bremner also revealed that Robinsons Brewery had turned down opportunities to make a beer for the band Motorhead as well as a TV chef, because they were “not very Robinsons.”