9th May 2014 marks the first anniversary of Trooper beer, the hugely successful collaboration between Robinsons Brewery and Iron Maiden which has exceeded all expectations for the Cheshire family brewers.
5 million pints, 50% exported
Since the beer’s launch Robinsons have brewed a staggering 5 million pints of Trooper of which almost 50% is exclusively for the export market. Trooper is currently distributed in 40 countries and its continuing global expansion, allied with the expanded capacity and capabilities of a new brew house, has seen Robinsons more than quadruple their export sales, which are up 730% YTD.
Most successful export product ever launched by Robinsons
Robinsons Joint Managing Director Oliver Robinson explains why it’s been an incredible first year and how the future is every bit as exciting:
“Establishing a new beer is a long and difficult process. It’s tough enough to launch a new beer in the UK, but to do so this successfully and to also take a beer global immediately is a different scenario altogether.
“Brewing over 5 million pints in a single year is not extraordinary in itself. However, brewing 5 million pints within the FIRST year of launching a new ale brand is astonishing for a regional brewer like Robinsons. Also, 47% of the beer brewed is already being shipped to 40 countries – of which 15 markets are first timers for Robinsons – including 36 out of 50 US States, Canada, Europe, Mexico, and Brazil.
“This is quite simply the most successful new product we have ever launched into the export market in our 175 year history. Furthermore this success has, in turn, had a very positive impact on our own brands, such as Dizzy Blonde and Unicorn. Full credit goes to our export partners Sovereign Beverages for their total commitment and for working so diligently.”
Welcomed by serious beer aficionados
Iron Maiden’s Lead Singer Bruce Dickinson summarises the relationship:
“When asked a year and a half ago if we wanted to enter into a partnership with the respected Robinsons Brewery to design and brew a real ale for ourselves and our fans, we leapt at the chance. “
“What has been particularly encouraging, over and above the international sales success and even over the tremendous reaction from our fans, is how it has been so warmly welcomed by serious beer aficionados outside the Iron Maiden community. As a dedicated ale drinker myself, I was very aware of the many great beers available and the extremely high level of competition we faced.
“For Trooper to have grabbed people’s imagination and taste buds right from the very start has given us all a real sense of satisfaction. We’re very grateful to our new friends at Robinsons and our export partner, Sovereign Beverages, for their continued dedication in getting Trooper out to quality ale fans globally.”
Trooper Tracker
One of many planned strategies to further the global expansion of the brand is to use the huge online community of Trooper fans to help accurately track the beer across the world by launching an updated beer finder, aptly titled Trooper Tracker. As well as featuring trade locations, the Tracker will allow the fans to post not only the location where they find the beer, but the date too – improving the accuracy of the crowd-sourced information and particularly helping those looking for (shorter shelf life) cask beer.
On top of all these exciting new TROOPER initiatives comes the news that the beer has just been named “Official Ale” of the Sonisphere Festival, Knebworth Park, where on July 5th 2014 Iron Maiden will give a headline performance on the final date of their Maiden England World Tour.
For more information on Trooper, contact:
- Kate.Darbyshire@frederic-robinson.co.uk for Off Trade and Export
- Claire.Middleton@frederic-robinson.co.uk for On Trade
- For Export enquiries – info@sovereignbeverage.co.uk
For all other TROOPER updates visit www.ironmaidenbeer.com and follow IronMaidenBeer on Facebook or Twitter.
Pictured top: Iron Maiden lead vocalist Bruce Dickinson celebrates a stunning first year for Trooper Beer at Robinsons Unicorn Packaging Centre.