British rock legends Iron Maiden have partnered UK brewery Robinsons to create a signature beer brand called Trooper, inspired by lead singer Bruce Dickinson’s fondness for real ales.
Robinsons, which is a Cheshire family brewer, said that Dickinson played a major role in developing the 4.8% ABV beer’s unique flavor, which entailed ongoing visits to the brewery in Stockport, near Manchester.
Trooper will be available to buy on the Iron Maiden website for global customers from May 2013; the beer’s name alludes to one of the band’s songs written by bassist Steve Harris.
“I’m a lifelong fan of traditional English ale, and I thought I’d died and gone to heaven when we were asked to create our own beer,” Dickinson said.
“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 flavor and texture that is Trooper.”
Robinsons has been brewing beers at the Unicorn Brewery in Stockport for 175 years, and the partnership with Iron Maiden is not its first musical tie-up.
Although it is best-known for its ‘Old Tom’ brand, the brewery said its younger ales – such as ‘build a rocket boys!’ developed with Manchester band Elbow – had encouraged younger consumers to try its beers.
Robinsons’ MD Oliver Robinson described Trooper as a premium British ale with “true depth of character and flavor” and said that the presence of Iron Maiden band mascot ‘Eddie’ on the bottle label (pictured) meant that the beer was instantly recognizable.
He added: “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.”