Iron Maiden’s premium British ‘TROOPER’ beer is the fastest selling ale ever produced by Stockport brewer Robinsons with 1 million pints sold in the first 8 weeks!
Just eight weeks after the launch, Robinsons Brewery today announced the production of the MILLIONTH pint of TROOPER, over six months ahead of schedule. This equates to over 20,000 pints being drunk every day since the launch in Stockport on May 9th.
Bruce Dickinson pulling the first pint of TROOPER
This daily demand is expected to continue to increase through August as by then TROOPER will have had listings in all the major pub chains including Punch, Spirit, Enterprise and Wetherspoons as well as the major wholesalers, meaning that any pub in Britain will have access to the beer. This is expected to parallel similar increases at Retail with the beer being available in more and more outlets due to demand.
IRON MAIDEN IN THE UK TROOPER BEER
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. With its focus firmly on taste and easy-drinking, it already leads the way as the UK’s No. 1 most liked ale on Facebook – despite fierce commercial competition from a well established TV advertised ale.
Robinsons Managing Director Oliver Robinson commented:
“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. ”
National supermarket chain MORRISONS second that claim by also reporting TROOPER as their fastest ever selling newly launched ale, with sales exceeding expectations tenfold.
Mark Land, MORRISONS Ales Buyer said:
“TROOPER has been phenomenally successful since MORRISONS launched it four weeks ago. The bottle’s label has definitely been a huge factor in its success as has the push our stores have given it.”
Robinsons Marketing Director David Bremner adds,
“Looking at the customer journey, TROOPER is truly unique, it literally drives fans into their nearest pub or supermarket. Fans find the beer, take a photo and post it on Facebook, this drives more fans to the store who clear the shelves and post a photo of an empty shelf. People are driving miles to pubs to sample the draught which is rolling out across the country in a remarkably quick time.
“The publicans are finding the positive reaction to the beer is creating a lot of demand from their regulars. And what is also unparalleled and truly remarkable here is that this has all been achieved by word of mouth and online. It just shows that, like most things, at the end of the day it is the quality that counts.”