SUBSCRIBE

News > Beer

Read more breaking news

 

 

Iron Maiden beer Trooper sells five million pints in first year

By Mike Berry , 09-May-2014

Iron Maiden frontman Bruce Dickinson toasts Trooper's success

Iron Maiden frontman Bruce Dickinson toasts Trooper's success

Five million pints of Trooper - the collaboration beer between Robinsons and rockers Iron Maiden - have been brewed in the year since its launch , the brewery has announced.

Almost 50% of the total brewed is for the export market - Trooper is currently distributed in 40 countries resulting in Robinsons more than quadrupling its export sales, which are up 730% year-on-year.

Robinsons joint managing director Oliver Robinson said: "Brewing over five million pints in a single year is not extraordinary in itself. However, brewing five million pints within the first year of launching a new ale brand is astonishing for a regional brewer like Robinsons.

"This is quite simply the most successful new product we have ever launched into the export market in our 175 year history. Furthermore this success has, in turn, had a very positive impact on our own brands."

Imagination

The company is now expanding its workforce to deal with demand and has appointed a dedicated Trooper brand manager.

Iron Maiden's lead singer Bruce Dickinson added: "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. 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."

A new beer finder called Trooper Tracker has been launched, allowing drinkers to post the location where they find the beer.

Property of the week

North Yorkshire Whitby: Freehouse with letting bedrooms

£30,000.00 - Leasehold

Superb destination public house. Excellent reputation. Successful restaurant 9 letting rooms with...