The 9th of May 2013 was certainly a day to remember in Robinsons staggering 175 year legacy as they expected a product launch like no other before … and they were not disappointed! With a reception attended by over 100 influential brewing trade representatives from both the UK and Internationally, TROOPER beer was officially launched.
And what better venue to pull the first cask pint of Trooper than the brew house in which the beer was made. Robinsons brand new multi million pound Visitors Centre was aptly and tastefully kitted out in full Trooper garb. The stylish back bar was stacked with gleaming bottles of this new Premium British Beer, the solid copper bar proudly displayed the striking Trooper pump clip (soon to be seen on bars all over the country), and even the foodstuff was specially created using Trooper ale.
Bruce Dickinson not only attended the Trade Launch, but he also conducted a tour of the Brewery to explain to everyone first-hand the process of exactly how Trooper beer is made… Robinsons Brewery were so impressed with Bruce’s tour they offered him a slot as a Robinsons brewery tour guide (if he ever gets tired of performing to millions of Maiden fans, flying airplanes and fencing).
Robinsons Managing Director Oliver Robinson then gave a short speech about how the Iron Maiden/Robinsons collaboration came about and he presented Bruce with a specially engraved Brewery hand pump, in recognition of Trooper being the Fastest Ever Selling New Robinsons Beer. After much anticipation, Bruce then pulled the first-ever pint of Trooper from the cask in the Brewery bar amid loud applause from the assembled crowd. Everyone then got down to the serious business of tasting the beer for themselves and it was very well received judging by the number of smiling faces and approving comments heard around the room… not to mention the additional number of second, third and fourth pints consumed. In fact Robinsons’ own Head Brewer, Martyn Weeks pronounced it his favourite beer, and renowned beer writer Pete Brown remarked how he found Trooper to be very good indeed and extremely drinkable.
The unprecedented upfront demand for the beer meant that Robinsons had to brew three times a day, six days a week for the first time ever in the Brewery’s 175 year history to cope with pre-orders in excess of 300,000 pints … and that was before the beer had even been tasted. Robinsons have been overwhelmed by the number of enquiries they’ve had from all over the world (interest has come from – a staggering 184 countries!)
Trooper is now available to order online throughout most of the EU, and Robinsons are working flat-out to ensure it will be available to the rest of the world as soon as possible. For updates on when Trooper is coming to a pub, bar or supermarket in your town/country keep checking www.ironmaidenbeer.com and follow IronMaidenBeer on Facebook or Twitter.
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Image 1: Bruce pulling first pint
Image 2: Oliver Robinson & Bruce Dickinson enjoying Trooper beer launch
Image 3 : Bruce conducting brewery tour
Image 4 : Bruce with dray horse (also named Trooper)
Image 5 : Plaque verifying Horse’s name
All photos: Rick Schofield © 2013 Iron Maiden Holdings Ltd
Customers can buy beer from www.ironmaidenbeer.com
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’.
For further information please contact:
Daniella Martin for all beer related trade features – Daniella.Martin@frederic-
For Export enquiries – email@example.com
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Marketing & PR
Frederic Robinson Limited
TEL: +44 (0)161 480 6571
FAX: +44 (0)161 476 6011