We are delighted to announce that we have teamed up with British rock legends Iron Maiden to launch an exclusive new beer called “Trooper”.
This collaboration is an ideal match; Bruce Dickinson, Maiden’s lead vocalist, loves his real ale, and we are one of Britain’s most established and respected independent family-owned brewers with over 175 years experience in brewing award-winning ales.
Real ale aficionado Bruce Dickinson played a major role in developing the unique flavour of the beer, entailing ongoing visits to our brewery. Dickinson’s on-stage Union Jack flag-waving military character is an iconic element of the band’s live concerts and “The Trooper”, written by bassist Steve Harris, is one of Iron Maiden’s most popular songs and one of the highlights of any Maiden show.
Iron Maiden, who continue their Maiden England World Tour this summer – including an historic return to the Download Festival, Donington Park, headlining for a record fifth time – have been at the forefront of heavy rock worldwide for more than three decades. Maiden are one of Britain’s most influential and revered bands, with close to 90 million album sales, more than 2,000 live performances in 58 countries and 15 studio albums described by critics as being of “unerring quality and power”, including the most recent – The Final Frontier – which is their biggest ever chart success attaining No.1 positions in over 28 countries including the UK.
Not only do Iron Maiden genuinely enjoy a good pint of cask ale, but so do many of their fans – and they have an important part to play in our customer base. Authentic collaborations such as this are invaluable not only to our company but to the industry as a whole, because it shows that the world of real ale is more than just manufacturing, it is liquid artistry by the people who brew it – and for the people who drink it.
Trooper is a premium British ale with true depth of character and flavour. For more than thirty years, the unmistakable icon of Eddie, the band’s instantly-recognisable mascot, has adorned every album cover, T-shirt and poster – so it is fitting that Eddie will now adorn the cask pump clip and take centre stage on the bottle label of Trooper.
Fans of both Iron Maiden and Robinsons real ale can sign up to the holding page to get updates on Trooper Premium British Beer from ironmaidenbeer.com, where bottles will be available to purchase by both UK and overseas customers from May 2013. The complete Iron Maiden Beer website will be live from the beginning of April onwards.
About the Beer – ‘Trooper’.
Taking its name from the Maiden song inspired by Tennyson’s Charge of the Brigade, Trooper is a premium British beer created by Bruce and Iron Maiden and handcrafted at Robinsons Brewery. Being a real ale enthusiast, lead vocalist Bruce Dickinson has developed a beer which has true depth of character. Malt flavours and citric notes from a unique blend of Bobec, Goldings and Cascade hops dominate this deep golden ale with a subtle hint of lemon. Alc. 4.8% Vol cask, 4.7% Vol bottle.
Bruce Dickinson talks about ‘Trooper’.
(NB: Video goes live Tuesday 10am)
The Marketing Dept
Frederic Robinson Limited
TEL: +44 (0)161 480 6571
FAX: +44 (0)161 476 6011