New Iron Maiden beer hits one million pint mark
Robinsons has produced the millionth pint of Iron Maiden’s Trooper ale just eight weeks after the launch.
The Cheshire brewery predicted it would hit the million pint mark in early 2014 but have been astonished at the demand for the legendary rock band’s 4.7% abv ale.
Last year, Robinsons produced 13.3 million pints of beer in total. If the first eight weeks of production and sales of Trooper are anything to go by, the brewery could double the volume of beer they produce in a year.
Much of its success owes to a listing at Morrisons, where ales buyer Mark Land said: “Trooper has been phenomenally successful since we launched it four weeks ago. The bottle’s label has definitely been a huge factor in its success as has the push our stores have given it.”
But it is gaining traction in smaller outlets too after gaining listings with major wholesalers, and major pub chains including Punch and Wetherspoons have also taken it on.
Robinsons managing director Oliver Robinson said: “We are amazed to reach this mark in such a short time – a million pints already is way ahead of all rational expectations, and are grateful for the support we have had from the retailers, Maiden fans, real ale enthusiasts, our distributors and the beer trade generally as they were so quick to catch on to the genuine and unique quality of this beer.
“This is a great showcase for our new brew house and demonstrates the sorts of volumes it is capable of producing.
“It’s very exciting to observe Trooper as it expands across Britain and then, we fully expect, internationally. It is easily the fastest selling new beer Robinsons have ever had, and quite possibly anyone else too. ”
Marketing director David Bremner said that Trooper “literally drives fans into their supermarket”.
He added: “No one has ever launched a beer in the UK with this much potential. The demand continues to expand as whenever people taste it, they just want more.
“This is purely down to the quality of the ale and the great taste. The problem we have is forecasting quantities for production of Trooper, but what a great challenge to have.
“On top of that we have had interest and enquiries for Trooper from 184 countries so we are focusing on the wonderful opportunity of making this a global beer, which would be a truly remarkable feat for a genuine British ale.”
Click here to read OLN's interview with Iron Maiden frontman Bruce Dickinson about how he painstakingly created the beer: http://www.drinksretailingnews.co.uk/news/fullstory.php/aid/13326