Iron Maiden’s Trooper beer has passed the million pint mark in exports from UK’s Robinsons Brewery.
Launched in the UK five months ago, and only made available to the USA and most other countries less than two months ago, this is a remarkable accomplishment for the Cheshire family brewers and takes the total number of Trooper pints sold globally to over 2 million pints.
“The beer itself is fantastic in terms of quality and taste, hence repeat purchases are high, but we are astonished to reach this second millionth mark in less than six months,” says Robinsons Managing Director Oliver Robinson. “To add to this, we have discovered that Trooper is driving the sales of cask ale across the board. Within our Robinsons estate beer sales of the pubs that have listed Trooper are actually 8% ahead of those which have not. This is a beer that not only drives customers into pubs; it also drives the sales of our other brands. There are not many beers in the world that can do that. Establishing a new beer in the UK and globally is a long and difficult process but we feel we are off to a great start”
Expansion continues in Europe with Trooper the No.2 best selling ale in Sweden – fast chasing down Newcastle Brown Ale which is currently No.1 there. Further afield the beer is just starting to impact across the continents after having secured all necessary licenses, permits and customs clearances which can be a lengthy process; New Zealand are preparing to take their first shipment, and Trooper has just landed in Canada for the first time. Brazil alone have ordered almost 84,000 pints since May, when the first two shipments to arrive there sold out immediately.
“We are the largest exporter of Ales and Cider from the UK, with distribution of products in over 52 countries,” said David Davies, Managing Director of Sovereign Beverage Company and Robinsons’ official export partners. “In an 8 week period, distribution in 30 countries and over 1,000,000 bottles with some of the World’s leading Importers has made this product launch the most successful we have ever seen from the UK. Trooper is simply a phenomenon! With the support of the globally renowned Iron Maiden, we look forward to longevity and building a really successful brand for the future in the world of export.”
Named after the classic Iron Maiden song, 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.
Iron Maiden wrapped up their Maiden England 2013 World Tour in front of more than 60,000 fans at Estadio Nacional in Stantiago, Chile earlier this month.
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