News > General News

Beer Innovation Summit: Iron Maiden beer sells over 3.5 million pints

By Jessica Mason , 04-Mar-2014
Last updated on 05-Mar-2014 at 11:50 GMT

Related topics: General News

The Iron Maiden beer, Trooper, has sold 3.5 million pints without its brewer Robinsons spending a penny on marketing.

Pubs listing Trooper show 8% sales growth

Pubs listing Trooper show 8% sales growth

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.”

Find us on Facebook

Spotlight

Q&A: New pub food allergy requirements

Q&A: New pub food allergy requirements

Whether or not you serve food in your pub, the balance between your culinary and administration skills...

Master and apprentice: Mike Clist & Tom Davies
Feature

Master and apprentice: Mike Clist & Tom Davies

For two of the winners at the Publican Awards earlier this year, being recognised as the best...

Craft cider: the new craft beer?

Craft cider: the new craft beer?

As the craft-cider movement follows the craft-beer movement, we begin to see parallels in its development. Pete...

Legal guide: Staff tattoos

Legal guide: Staff tattoos

Employees who have tattoos cannot be treated differently or face disciplinary action just for having body markings....

Follow us on