Robinsons reveals new look for Iron Maiden beer

By Sara Hussein

- Last updated on GMT

Robsinons Brewery and Iron Maiden reveal new image for award-winning beer
Robsinons Brewery and Iron Maiden reveal new image for award-winning beer

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Robinsons Brewery has revealed a new look for the award-winning beer produced in conjunction with heavy metal giants Iron Maiden. 

The 4.7% ABV premium beer TROOPER, originally released in May 2013, sold 15 million pints worldwide.

Due to popular demand the company released two stronger limited-edition beers, the 6.6% AVB TROOPER 666 and the 6.8% TROOPER Red ‘N’ Black bottled porter last year.

As well as selling well in the brewery’s pub estate the beer received popular demand in the off-trade, selling in 619 Tesco stores across the UK.  

‘A new sharp look’

Robinsons Brewery brand manager John Robinson said: “After nearly four years, the time feels right to give TROOPER a sharp new look, particularly as we have further exciting announcements ahead in the pipeline.

“Consumer research with both landlords and customers across our pub estate showed overwhelming support for the new branding, so we can’t wait to take it out into the world.”

Iron Maiden lead singer Bruce Dickinson said: “I think the new branding is fantastic. It has such a strong look and I think it will go down brilliantly, particularly in the on-trade.

“We are very lucky to get so many pub listings, and this great new pump clip should help to create more permanency on the bars. I’m very excited about the year ahead.”

TROOPER was also awarded Gold Medal in the annual blind-tasting sessions at the British Bottlers’ Institute (BBI) in 2014 and 2015.

In addition to TROOPER, the company released its own-brewed beer Dizzy Blonde in the off-trade, where it also performed “very well”.

Off-trade expansion

This week Ronbinsons reassured drinkers that the brewery will still put its pubs “first and foremost” despite venturing into the off-trade​.

With increasing demand for cask ale in supermarkets, the company released two craft beers, the 6% ABV Beardo and 5% ABV pale ale Mojo, for the off-trade and export markets.

Supermarkets such as Morrisons and Asda and off-licence chain Bargain Booze have already committed to stocking the beers in more than 1,300 stores across the UK.

Support for tenants and managers

Robinsons director of sales Ben Robinson told The Morning Advertiser​ (MA​): “As a pub owner and a pub operator, we believe the pub is a fabric of the community and that beer is best enjoyed in a pub. But we know that lots of people who use our pubs also enjoy our beers at home.”

He added: “It is absolutely crucial that we support our tenants and managers. 

“The level of investment that we've put into our pub estate and the amount of innovation we’ve put in to produce the products far outweighs what we do for the off-trade.

“However, our pubs are concentrated in the north-west of England and we want people all over the country to enjoy the beers. I believe the off-trade is the best vehicle.”

Related topics: Other operators, Beer

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