Trooper from Robinsons Brewery is certainly sales and marketing hit.
Is madness at its point is worth it?
Robinsons Brewery (also known as The Unicorn Brewery) is a brewery with a long tradition, whose origins as a family business dates back to 1838. Founded by Frederic Robinson in Stockport (Greater Manchester) company all along remains in the hands of Robinsons family.
Now production reaches more than 13 million pint of beer per year. The company owns 330 pubs in North West England and North Wales.
A great success turned out to establish cooperation with Iron Maiden, namely the frontman of the group – Bruce Dickinson.
It was he who was the originator and initiator of the creation of beer Trooper.
Privately vocalist is, as he admits, big fan and enthusiast of English ales.
“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.” – said Bruce Dickinson.
And here’s how he personally speaks about brewing his beer:
Trooper beer advertising campaign is a big, unleashed marketing venture.
Can say that if initiator of creating beer was Bruce Dickinson, for the process of brewing was responsible master brewer of Robinsons Brewery – Martyn Weeks, that face of beer (we must admit: very original) is Eddie the Head, mascot of Iron Maiden.
Eddie beautifully presented on the bottle label, we also have an inscription Iron Maiden, and the name of beer: Trooper – is the title track of the band from 1983.
According to the text placed on the back label, the song was inspired by The Charge of the Light Brigade.
It took place at the Battle of Balaclava (1854) during the Crimean War when 600 British cavalry courageously charged the massed Russian artillery. This gallant but foolhardy assault resulted in a massive loss of life and came about due to a misunderstanding of an order given by the Commanding Officer, Lord Raglan.
Precisely in reference to this event Eddie is dressed in nineteenth-century British soldier’s uniform. In one hand he holds the flag of Great Britain and in the second – bloody sword.
It is interesting that such image has not been approved in Sweden.
As announced Robinsons Brewery: “Due to local Swedish government alcohol and marketing act which do not allow elements of war, weapons or aggression to be featured on alcoholic product we were unable to sell TROOPER beer to our fans in Sweden unless we modified the label artwork. As our first and foremost priority is for our Swedish fans to be able to enjoy TROOPER beer, we amended the label by simply focussing purely on Eddie’s face and are now very pleased to advise that the new label, currently exclusive to Sweden, has now been approved.”
It was predicted that after half a year, production could reach one million pints. Meanwhile, such a sale has already been achieved after eight weeks.
As reported brewery in July 2015, which is in just over 2 years, were sold 10 million pints of Trooper.
It is the fastest selling brand in Robinsons Brewery
As I mentioned, the beer has an excellent marketing.
It was created a website for fans of this ale: http://www.ironmaidenbeer.com/ Fans upload their photos with Trooper, their own graphics, dress up as Eddie, etc.
On the subpage is a online shop where can be ordered various gadgets – all with the logo of Trooper: https://iron-maiden-beer.backstreetmerch.com/
Enough of this.
The whole world (well, almost all) crazy about Iron Maiden’s beer, and I did not drink it yet?
I already catching up. Just open a bottle.
Name: Trooper, alc. 4.7% vol.
Brewery: Robinsons Brewery, Stockport, Greater Manchester, England
Classic Pale Ale, expiry date 06/2016.
Cap is all black.
For production used three types of hops: Bobek, Goldings and Cascade.
Right at the start I note: I have with this beer a problem.
To describe this beer here, I tried it with two different purchases. And I’m not happy about it, quite the contrary.
But after the turn.
|Tea–copper color, very nice, crisp.
Fine-white head, quite high, quickly descends with lacing.
|The smell of malt, caramel, with a hint of fruit.
(But alas … see disclaimer below.)
|Malty-caramel flavor, a touch of citrus in the background, some biscuits.
Slightly sour, rather watery.
Moderate bitterness at aftertaste.
From this emerges a description of pretty good pale ale. Such a light to have a drink.
Unfortunately, smell everything breaks down.
Seemingly malt, caramel, but after stirring clearly goes cooked cabbage.
This compound is dimethyl sulfide (DMS), which in small quantities, is relatively common in pale ales. The problem is, that it was not too much.
Here, when I sensed it, that after each stirring I felt it more clearly. That’s why I tested this beer twice. And always the same.
In Trooper ale clearly feel these 10 million pints. It’s a pity, because it is definitely a very good beer, but only on condition that it will eliminate this mentioned drawback.
So I subtracts points for the smell and keep my fingers crossed for improving the quality.
Though on the other hand, maybe it’s the smell of Eddie?