Iron Maiden’s Trooper beer hits 1m pint mark

Robinsons Brewery has announced the production of the one millionth pint of Iron Maiden’s Trooper beer, just eight weeks after it was launched.

Trooper beer

Iron Maiden’s Bruce Dickinson pulls the first pint of Trooper beer

This equates to over 20,000 pints of the beer being drunk every day since its launch on 9 May, and the brewery said the mark had been reached six months ahead of schedule.

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.”

The brewery said it expected the demand for the beer to continue over the next couple of months as Trooper thanks to listings in many pub chains including Wetherspoons, Punch, Spirit and Enterprise. This all mirrors off-trade trends as the beer will be made available in more outlets due to demand.

Supermarket chain Morrisons also reported that Trooper is its fastest-ever selling newly launched ale, with sales exceeding expectations tenfold.

Mark Land, ale buyer for Morrisons said: “Trooper has been phenomenally successful since Morrisons 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.”

Robinsons’ marketing director David Bremner 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 and together with Sovereign, our international distributor, we are currently planning Trooper’s worldwide expansion and dealing with the import/export bureaucracy. Maiden’s global following is immense and in all corners of the planet 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.”

Trooper was designed and developed as a top quality Premium British Beer by Iron Maiden vocalist and real ale enthusiast Bruce Dickinson with Robinsons’ Head Brewer Martyn Weeks.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

Key Account Manager

MMI Maldives
Maldives

Financial Controller

London City Bond
Barking, UK

Duty Manager

The Whisky Exchange
Great Portland Street, London

Spirits Advisor

The Whisky Exchange
London, UK

International Sales Manager

Elixir Distillers
Park Royal, London, UK

Brand Marketing Executive

Elixir Distillers
Park Royal, London, UK

Cellar Door Manager

House of Townend
Melton, North Ferriby, UK

Marketing Manager

The Whisky Exchange
Whitby Avenue, Park Royal, London NW10 7SF

Millésime Bio 2020

Montpellier,France
27th Jan 2020

Maisons Marques et Domaines Annual Tasting

London,United Kingdom
29th Jan 2020

Austrian Wine Tasting

London,United Kingdom
3rd Feb 2020
Click to view more