UK: RECORD DEMAND FOR IRON MAIDEN BEER
UK: RECORD DEMAND FOR IRON MAIDEN BEER
Apr 25, 2013 6(TheDrinksBusiness) - Family brewery Robinsons in Cheshire is brewing three batches a day for the first time in 175 years in order to keep up with demand for Iron Maiden’s new beer.
The Sun newspaper reports that over 100 countries have signed up to stock the cask ale, created in collaboration with the heavy metal group’s lead singer Bruce Dickinson.
Robinsons’ managing director Oliver Robinson is putting in six-day weeks in order to meet demand for the beer, which goes on sale on 9 May.
Over 250,000 pints of Trooper have been pre-sold in the UK ahead of its release.
“We haven’t spent a single penny on advertising. This is history in the making for brewing,” Robinsons’ marketing director David Bremner told The Sun.
The brew is named after Iron Maiden’s 1983 single, The Trooper, inspired by the Charge of the Light Brigade.
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