‘TROOPER’ – A NEW PARTNERSHIP BETWEEN IRON MAIDEN AND ROBINSONS

British rock legends Iron Maiden have 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.

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.”

   TROOPER, created by Iron Maiden,       Oliver Robinson of Robinson’s Brewery &
           Brewed by Robinson’s Brewery                                 Bruce Dickinson of Iron Maiden

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 ironmaidenbeer.com, where bottles will be available to purchase by both UK and overseas customers from May 2013.

About the Beer – ‘Trooper’.

Taking its name from the Maiden song inspired by Tennyson’s Charge of the Brigade, Trooper is a premium British beer created by Bruce and Iron Maiden and handcrafted at Robinsons Brewery. Being a real ale enthusiast, lead vocalist Bruce Dickinson has developed a beer which has true depth of character. Malt flavours and citric notes from a unique blend of Bobec, Goldings and Cascade hops dominate this deep golden ale with a subtle hint of lemon. Alc. 4.8% Vol cask, 4.7% Vol bottle.

About Iron Maiden.

2013 looks set to be an exciting year for Iron Maiden following their hugely successful onslaught of North America in summer 2012 on the opening leg of the Maiden England World Tour. The tour will continue this year across Europe and beyond, including a return on June 15 to the UK’s Donington Park on the 25^th anniversary of the band’s first headline performance at the legendary home of rock in 1988 during the Seventh Son World Tour, when over 100,000 fans attended. Later in the year the band will also headline at the massive Rock in Rio Festival in Brazil. The DVD Maiden England, on which the tour is based, will be released on March 25. “The Trooper” was recorded in 1983 for their “Piece of Mind” album and is featured on this new DVD.

About Robinsons Brewery.

The Robinsons family, now with their sixth generation at the helm, have been brewing beer at the Unicorn brewery in Stockport since 1838. However, in the last 12 months alone they have rebuilt their time-honoured Victorian brew house, installed a Hopnik (one of only five in the world – basically a giant tea strainer which extracts many of the great flavours from ‘leaf’ hops which conventionally get boiled away rather than finishing up in the beer), rebranded their family of ales with a fresh new look (and feel), and launched an individual website for each of their 360 pubs. Now, as they celebrate their 175^th anniversary they proudly launch a new Visitors and Training Centre at Robinsons Brewery… and of course a jaw-dropping new beer partnership with Iron Maiden.