Three months after launching a new 4.8% beer with Iron Maiden vocalist Bruce Dickinson, Robinsons Brewery and its pubs are already seeing the effect that TROOPER and its loyal fans can have on beer sales… a 14%+ effect to be exact.
“When we launched TROOPER we decided to give 20 Robinsons pubs an exclusive VIP cask night ‘ahead of the rest’” explains Robinsons’ new Operations Director Dave Harrison. “The feedback from the pubs was phenomenal- they found that as soon as they put the ‘coming soon’ message on A-boards, posters and websites locally, word spread rapidly and we genuinely had the trade of a busy bank holiday on the 9th May.”
Since then, the impact has been even more noticeable. Recent results show that within the Robinsons estate beer sales of the pubs that have listed this beer are 14% ahead of those which have not. “This has focussed our attention to say the least,” continued Dave, “we need to make sure that when a pub has at least 4 hand-pulls on the bar that one of them is TROOPER. The ironmaidenbeer.com website then shows the pub on a stockist map and we use Facebook to tell the fans where to find it. TROOPER dominated Facebook as ‘No 1 most liked beer’ and already has well over 60,000 followers making it one of the most followed ales in the UK.”
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