IRON MAIDEN Launch Trooper Beer

IRON MAIDEN Launch Trooper Beer




British hard rock legends IRON MAIDEN have teamed up with Cheshire family brewers Robinsons to create a new beer, Trooper.

http://vimeo.com/61514884

Real ale fan and history aficionado Bruce Dickinson, Maiden's
vocalist, played a major role in developing the unique flavour of the
beer, entailing ongoing visits to Robinson’s brewery in Stockport.
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 Maiden's most popular songs and one of
the highlights of any Maiden show.





Announcing the partnership, Oliver Robinson, Managing Director of
Robinsons, said: "This collaboration - between two huge British success
stories - makes for an ideal and natural match; Bruce Dickinson loves
his real ale, and Robinsons Brewery is one of Britain’s most established
and respected independent family-owned brewers."


And Bruce Dickinson added: "I'm a lifelong fan of traditional
English ale; I thought I'd died and gone to heaven when we were asked to
create our own beer. I have to say that I was very nervous: Robinsons
are the only people I have had to audition for in 30 years. Their magic
has been to create the alchemical wedding of flavour and texture that is
Trooper. I love it."

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.


Robinsons has been brewing award-winning beers from its Unicorn
Brewery in Stockport for 175 years. Best known for its legendary ‘Old
Tom’ strong ale, which was voted ‘World’s Best Beer’ by the
international Beers of the World publication, it is Robinsons’ younger
ales (Dizzy Blonde and ‘build a rocket boys!’ beer; produced in
partnership with Manchester band Elbow) that have lately been causing a
stir in the beer world and introducing future ale drinking generations
to Robinsons.





Oliver Robinson said: "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.


“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. This partnership works for both of us. Music and
beer are great treats for the senses in their own right, but the
combination is very powerful. 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.”


Fans of both Iron Maiden and real ale can sign up to get news and updates on Trooper Premium British Beer from http://www.ironmaidenbeer.com/  , where bottles will be available to purchase by both UK and overseas customers from May.

The Secret's Out! What's In IRON MAIDEN's Trooper Premium British Beer?




British hard rock legends IRON MAIDEN recently teamed up with Cheshire
family brewers Robinsons to create a new beer, Trooper. Real ale fan and
history aficionado Bruce Dickinson, Maiden's vocalist, played a major
role in developing the unique flavour of the beer, entailing ongoing
visits to Robinson’s brewery in Stockport. 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 Maiden's most popular songs and one of the highlights of any Maiden
show.





The makers of Trooper Premium British Beer have detailed the
process, ingredients (and passion!) into making such a fine brew below.





First up, the water.


"Water used for brewing is drawn from one of two brewery boreholes
up to 180 metres (600 feet) deep. (That's as deep as Blackpool Tower is
high, trivia fans!). The water that sits under the brewery has filtered
down through thousands of metres of sandstone from the Buxton Hills and
it is the perfect water for brewing with."





Trooper ingredients part two, the malt:


"Malt is made mainly from barley but also from several other
cereals, especially wheat. The malting process mimics the natural
germination of the grain in the field. Barley is steeped in water and
then spread on floors until the shoot and rootlets start to emerge. It
is then dried (kilned). The grain looks somewhat unchanged at the end of
this process but a lot of the starch has been converted to sugar and
the grains are more friable (crumbly). The extent of the kilning
determines the colour of the malt and hence the beer, as well as
influencing flavour. The Malt we will be using in Trooper is Tipple
malt. Tipple is Suffolk spring barley and we can get a high extraction
of sugars from this particular malt - it gives Trooper a bit of a
biscuitty note!"





Hops:


"Hops in the UK are mainly grown in Kent, Worcestershire and
Herefordshire. In the copper we use mainly hops from these areas. Hops
provide bitterness and other flavours and assist in extending the
keeping qualities of cask conditional beer. Hops used in the Hopnik
provide particular flavours and aromas which come from varieties grown
all over the world including the UK. Each variety has its own individual
flavour profile. Sometimes a blend is used, sometimes just one variety,
in order to produce a beer of the desired character. In Trooper beer we
are going to be using Goldings & Bobek Hops - this will create a
Zesty aroma with out creating too much bitterness."





Last but not least... yeast:


"The yeast that will be used to convert all those sugars into
Alcohol are one of Robinsons longest serving employees! We have used the
same strain of yeast for nearly a century! The yeast will munch away on
the sugars for about 3 days before it goes off to be packaged."


Artisanal Imports has just been announced as the USA distributors of the beer.

IRON MAIDEN To Start Brewing Trooper Premium British Beer In A Week





British hard rock legends IRON MAIDEN recently teamed up with Cheshire
family brewers Robinsons to create a new beer, Trooper. Real ale fan and
history aficionado Bruce Dickinson, Maiden's vocalist, played a major
role in developing the unique flavour of the beer, entailing ongoing
visits to Robinson’s brewery in Stockport. 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 Maiden's most popular songs and one of the highlights of any Maiden
show.


Robinsons report that the process is about to begin! "Hope you all
had a good Easter Break... only a week or so to go now until we start
brewing Trooper Beer!





The makers of Trooper Premium British Beer recently detailed the
process, ingredients (and passion!) into making such a fine brew.





First up, the water.


"Water used for brewing is drawn from one of two brewery boreholes
up to 180 metres (600 feet) deep. (That's as deep as Blackpool Tower is
high, trivia fans!). The water that sits under the brewery has filtered
down through thousands of metres of sandstone from the Buxton Hills and
it is the perfect water for brewing with."





Trooper ingredients part two, the malt:


"Malt is made mainly from barley but also from several other
cereals, especially wheat. The malting process mimics the natural
germination of the grain in the field. Barley is steeped in water and
then spread on floors until the shoot and rootlets start to emerge. It
is then dried (kilned). The grain looks somewhat unchanged at the end of
this process but a lot of the starch has been converted to sugar and
the grains are more friable (crumbly). The extent of the kilning
determines the colour of the malt and hence the beer, as well as
influencing flavour. The Malt we will be using in Trooper is Tipple
malt. Tipple is Suffolk spring barley and we can get a high extraction
of sugars from this particular malt - it gives Trooper a bit of a
biscuitty note!"





Hops:


"Hops in the UK are mainly grown in Kent, Worcestershire and
Herefordshire. In the copper we use mainly hops from these areas. Hops
provide bitterness and other flavours and assist in extending the
keeping qualities of cask conditional beer. Hops used in the Hopnik
provide particular flavours and aromas which come from varieties grown
all over the world including the UK. Each variety has its own individual
flavour profile. Sometimes a blend is used, sometimes just one variety,
in order to produce a beer of the desired character. In Trooper beer we
are going to be using Goldings & Bobek Hops - this will create a
Zesty aroma with out creating too much bitterness."





Last but not least... yeast:


"The yeast that will be used to convert all those sugars into
Alcohol are one of Robinsons longest serving employees! We have used the
same strain of yeast for nearly a century! The yeast will munch away on
the sugars for about 3 days before it goes off to be packaged."


Artisanal Imports has just been announced as the USA distributors of the beer.





For more details on Iron Maiden's Trooper Premium British Beer visit Facebook.

IRON MAIDEN's Bruce Dickinson Talks To Ice Live Business Forum; Video


Ice Live Business Forum spoke with IRON MAIDEN singer Bruce Dickinson
of British heavy metal legends IRON MAIDEN. You can now watch the
25-minute chat below:

Ice Live Business Forum: Bruce Dickinson

Dickinson, who is also a commercial pilot and marketing director for
Astraeus Airlines, has played a major role in developing Iron Maiden's
new Trooper ale with Robinson’s brewery in Stockport. According to NME.com,
the brewery is having to work a six-day week to keep up with demand.
Over 100 countries have applied to stock the band's special cask ale and
Robinsons and is brewing three batches a day for the first time in its
175-year history. Over a 250,000 pints have been pre-sold in the UK
alone ahead of the May 9 release. Robinsons' David Bremner said: "We
haven’t spent a single penny on advertising. This is history in the
making for brewing."





The 4.8 per cent strength Trooper ale will also be available at this
year's Download festival, where Maiden headline on June 15.





Dickinson chats about the brew below:

IRON MAIDEN - Select Robinsons Pubs To Have Trooper Beer On Draught From May 9th



British hard rock legends IRON MAIDEN recently teamed up with Cheshire family brewers Robinsons to create a new beer, Trooper.





To celebrate the release of Trooper, select Robinsons pubs will have
Trooper on draught from the evening of May 9th. Locations can be found
at this location.





Real ale fan and history aficionado Bruce Dickinson, Maiden's
vocalist, played a major role in developing the unique flavour of the
beer, entailing ongoing visits to Robinson’s brewery in Stockport.
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 Maiden's most popular songs and one of
the highlights of any Maiden show.


Robinsons report that the process is about to begin! "Hope you all
had a good Easter Break... only a week or so to go now until we start
brewing Trooper Beer!





The makers of Trooper Premium British Beer recently detailed the
process, ingredients (and passion!) into making such a fine brew.





First up, the water.


"Water used for brewing is drawn from one of two brewery boreholes
up to 180 metres (600 feet) deep. (That's as deep as Blackpool Tower is
high, trivia fans!). The water that sits under the brewery has filtered
down through thousands of metres of sandstone from the Buxton Hills and
it is the perfect water for brewing with."





Trooper ingredients part two, the malt:


"Malt is made mainly from barley but also from several other
cereals, especially wheat. The malting process mimics the natural
germination of the grain in the field. Barley is steeped in water and
then spread on floors until the shoot and rootlets start to emerge. It
is then dried (kilned). The grain looks somewhat unchanged at the end of
this process but a lot of the starch has been converted to sugar and
the grains are more friable (crumbly). The extent of the kilning
determines the colour of the malt and hence the beer, as well as
influencing flavour. The Malt we will be using in Trooper is Tipple
malt. Tipple is Suffolk spring barley and we can get a high extraction
of sugars from this particular malt - it gives Trooper a bit of a
biscuitty note!"





Hops:


"Hops in the UK are mainly grown in Kent, Worcestershire and
Herefordshire. In the copper we use mainly hops from these areas. Hops
provide bitterness and other flavours and assist in extending the
keeping qualities of cask conditional beer. Hops used in the Hopnik
provide particular flavours and aromas which come from varieties grown
all over the world including the UK. Each variety has its own individual
flavour profile. Sometimes a blend is used, sometimes just one variety,
in order to produce a beer of the desired character. In Trooper beer we
are going to be using Goldings & Bobek Hops - this will create a
Zesty aroma with out creating too much bitterness."





Last but not least... yeast:


"The yeast that will be used to convert all those sugars into
Alcohol are one of Robinsons longest serving employees! We have used the
same strain of yeast for nearly a century! The yeast will munch away on
the sugars for about 3 days before it goes off to be packaged."

IRON MAIDEN - Bruce Dickinson Explains The Difference Between Trooper Draught And Trooper Bottled; Video Posted



British hard rock legends IRON MAIDEN recently teamed up with Cheshire family brewers Robinsons to create a new beer, Trooper.

To celebrate the release of Trooper, select Robinsons pubs will have
Trooper on draught starting today, May 9th. Locations can be found at this location.





Real ale fan and history aficionado Bruce Dickinson played a major
role in developing the unique flavour of the beer, entailing ongoing
visits to Robinson’s brewery in Stockport. 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 Maiden's most popular songs and one of the highlights of any Maiden
show.

IRON MAIDEN - Trooper Beer Launched; Photos Posted




IRON MAIDEN's Trooper beer was officially launched yesterday at
Robinsons Brewery in Cheshire, with a reception attended by brewing
trade representatives from both the UK and Internationally. As fans may
have read recently, the unprecedented upfront demand for the beer meant
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. Robinsons were overwhelmed by the number of
enquiries they’d had from all over the world and sent us a comprehensive
listing of whereabouts the interest had been – from a staggering 184
countries! So, a big thanks to all our fans and it’s great to know the
Maiden family extends into so many places where the band have never even
had a chance to play before.





Bruce and Rod attended the Trade Launch, which began with Bruce
conducting a tour of the Brewery to explain to everyone first-hand the
process of exactly how Trooper beer is made. 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. 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. 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.





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 Ironmaidenbeer.com or follow IronMaidenBeer on Facebook or Twitter.


To find out more about just how much the Trooper beer impacted on Robinsons brewery business, visit their here.





See more photos at this location.

On peut désormais acheter "on line" la bière les gadgets de la bière The Trooper de Iron Maiden. Il suffit de cliquer ici.

IRON MAIDEN’s Trooper Beer Hits One Million Pint Mark!


According to Thedrinksbusiness.com, Robinsons Brewery has announced the production of the one millionth pint of IRON MAIDEN’s Trooper beer, just eight weeks after it was launched.

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.

Read more at Thedrinksbusiness.com.

IRON MAIDEN - Trooper Beer Swag Available At BraveWords' Merch Store

The official swag for IRON MAIDEN's million-selling ale, Trooper, is now available at BraveWords' newly-resurrected merch store at this location. Products include Trooper Beer t-shirts, printed cups, bottle opener keyring, pump clip, bar runner and more!











Iron Maiden teamed up with Cheshire family brewers Robinsons to create a new beer, Trooper earlier this year. Real ale fan and history aficionado Bruce Dickinson, Maiden's vocalist, played a major role in developing the unique flavour of the beer, entailing ongoing visits to Robinson’s brewery in Stockport. 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 Maiden's most popular songs and one of the highlights of any Maiden show.

IRON MAIDEN's Trooper Beer Debuts In The US


Back in Florida at the end of the European section of the IRON MAIDEN's Maiden England tour, drummer Nicko McBrain opens the very first bottles of Trooper Ale in the US with his friends Ken Tonkin and Mitch Tanne, at his restaurant Rock N' Roll Ribs.

If you are in South Florida today (August 13th) drop in and join Nicko and some special guests along with 98.7 The Gator and enjoy Trooper British Premium Beer. More info here.



According to Thetelegraphandargus.co.uk, Bradford-based supermarket giant Morrisons has seen its sales of real ale rise thanks to an unlikely source – heavy metal titans Iron Maiden.



In June it became the only supermarket to stock Robinsons Brewery’s Trooper Ale, inspired by the band and brewed in conjunction with their lead singer Bruce Dickinson. Supermarket bosses say sales of the ale have been “phenomenal” and it is their fastest-ever selling newly launched ale. Sales have exceeded expectations tenfold and photographs of the bottle on store shelves have been widely spread on social media.

Robinsons Brewery unveiled the drink in May and with the backing of Morrisons it has now sold over a million pints – six months faster than the brewery expected. The ale takes its name from the band’s classic 1984 single The Trooper and the bottle features the same image as that release – band mascot Eddie taking part in the charge of the light brigade. The beer has the history of the 1884 battle on the back of each bottle.

Mark Land, Morrisons’ ales buyer said: “Trooper has been phenomenally successful since Morissons launched it in June. “The bottle’s label has definitely been a huge factor in its success, as has the push our stores have given it.”

Read more at Thetelegraphandargus.co.uk.

IRON MAIDEN - Beer-Loving Canucks Welcome Trooper Ale!


IRON MAIDEN's million-selling ale, Trooper, is now available in Canada (!) at the LCBO in Ontario and Pure Global in British Columbia, Alberta and Manitoba. For other countries around the world visit Ironmaidenbeer.com.

The official swag for Iron Maiden's Trooper, is now available at BraveWords' newly-resurrected merch store at this location. Products include Trooper Beer t-shirts, printed cups, bottle opener keyring, pump clip, bar runner and more!











Iron Maiden teamed up with Cheshire family brewers Robinsons to create a new beer, Trooper earlier this year. Real ale fan and history aficionado Bruce Dickinson, Maiden's vocalist, played a major role in developing the unique flavour of the beer, entailing ongoing visits to Robinson’s brewery in Stockport. 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 Maiden's most popular songs and one of the highlights of any Maiden show.

IRON MAIDEN - Trooper Beer Exports Pass Million Mark!


Robinsons Brewery have announced that over one million pints of IRON MAIDEN's Trooper have already been exported around the world. Given that the beer was only launched in the UK five months ago on May 9, and only made available to the USA and most other countries less than two months ago, this is a remarkable accomplishment for the Cheshire family brewers and takes the total number of Trooper pints sold globally to over 2 million pints.

Robinsons Managing Director (Beer Division) Oliver Robinson commented: “The beer itself is fantastic in terms of quality and taste, hence repeat purchases are high, but we are astonished to reach this second millionth mark in less than six months. To add to this, we have discovered that Trooper is driving the sales of cask ale across the board. Within our Robinsons estate beer sales of the pubs that have listed Trooper are actually 8% ahead of those which have not. This is a beer that not only drives customers into pubs; it also drives the sales of our other brands. There are not many beers in the world that can do that. Establishing a new beer in the UK and globally is a long and difficult process but we feel we are off to a great start”


At home, Trooper now has listings in many of the major pub chains including Punch, Spirit, Coors and Wetherspoons as well as the major wholesalers. Heineken has elevated Trooper from a temporary seasonal listing to a permanent listing to the whole of the UK for Free Trade accounts. Abroad, expansion continues in Europe with Trooper the No.2 best selling ale in Sweden – fast chasing down Newcastle Brown Ale which is currently No.1 there. Further afield the beer is just starting to impact across the continents after having secured all necessary licenses, permits and customs clearances which can be a lengthy process; New Zealand are preparing to take their first shipment, and Trooper has just landed in Canada for the first time. Brazil alone have ordered almost 84,000 pints since May, when the first two shipments to arrive there sold out immediately.

David Davies, Managing Director of Sovereign Beverage Company, and Robinsons’ official export partners, claims Trooper is the most successful new beer ever launched from the UK,

“We are the largest exporter of Ales and Cider from the UK, with distribution of products in over 52 countries. In an 8 week period, distribution in 30 countries and over 1,000,000 bottles with some of the World’s leading Importers has made this product launch the most successful we have ever seen from the UK. Trooper is simply a phenomenon!”

“With the support of the globally renowned Iron Maiden, we look forward to longevity and building a really successful brand for the future in the world of export.”

In the USA, Lanny Hoff, VP, Brand Development and Marketing Artisanal Imports, Inc commented, “Trooper is the most dynamic beer we have ever imported. Our distributors tell us it is outselling all of their other British beer, combined! Even more exciting, it is introducing many American beer drinkers to real, handcrafted, no-compromise British ale.”

Ruth Evans MBE, CEO of Brewing, Food & Beverage Industry Suppliers' Association (BFBI), Director of Brewing Technology Services Limited, and organiser of the oldest international brewing awards in the world, agrees that Trooper is providing a great profile for British beer all around the world,

“It is great to see such a successful launch of a British beer with the Internationally famous British band Iron Maiden into the export arena. With distribution into 30 countries in 8 weeks and over 1 million bottles sold overseas in the same period, we are confident that Trooper is the most successful launch of an English Ale in recent years and will be sure to help raise the overall profile of British beers in export.”


With its focus firmly on taste and easy-drinking, Trooper was personally 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.

Trooper not only appeals to Iron Maiden’s legendary loyal fan-base, it is attracting new customers to the beer category who are now trying cask ale for the very first time. Keith Bott, SIBA Chairman, believes Trooper is strengthening the British brewing industry in these times of austerity and is one to watch for future world beer competitions:

"There's no doubt that a beer like Trooper with Robinsons is great for British beer exports generally. There have been 1 millions pints sold abroad to date and the way things are going this will multiply. Because the beer is directed at Iron Maiden fans worldwide it stands to reason that we have a fair proportion trying British beers for the first time and, if they like what they taste, then that can only be good for other British brewers. In recent years new world craft beers have done increasingly well in world beer competitions and this is the sort of beer that can fight back.”

To add to this success, Robinsons Brewery was last night named Beer Champion 2013 at the highly prestigious British Beer and Pub Association (BBPA) trade awards dinner.

Robinsons were awarded this accolade – fighting off fierce competition from the likes of Marstons, Thwaites and Molson Coors – because they had something all the judges were incredibly impressed by – a true dedication to beer and brewing. Robinsons have a strong desire to attract new customers to the beer category while also educating and changing the perception of British real ale, Trooper, in addition to the investment in their brewing operations, has helped them achieve and be recognised for this.

For more details visit Ironmaidenbeer.com.

IRON MAIDEN – Trooper Beer Tankard Released


A pewter tankard featuring IRON MAIDEN mascot Eddie in the Trooper pose has been released and can be purchased at this location.