Iron Maiden beer given new format

30 April, 2014

Robinsons has launched 33cl bottles of Iron Maiden’s Trooper ale as the Cheshire brewery seeks to build on the success of the bestselling beer in its history.

The brewery has had to increase its capacity to cope with demand for the 4.7% abv ale, developed in conjunction with Iron Maiden’s lead singer Bruce Dickinson, which has led to listings at multiple grocers and smaller stores across the UK for the 50cl bottle.

It has now launched the 33cl SKU and four-packs of this new format.

Brand Manager John Robinson said: “The 33cl is an ideal brand extension for the UK off and on-trade sector but also for worldwide distribution.

“We have almost 100,000 beer fans on social media and this has been a fantastic tool for speaking directly to our customers and more importantly listening. It became clear that their needs were not being met.

“Not everyone is fortunate enough to live close by a British pub that sells Trooper in cask. We had to do something about that. Driven chiefly by customer demands, we identified this as a gap in the market and we have worked really hard to make this available to fans ahead of the one year anniversary coming up in a couple of weeks’ time.” 




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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