In 2013, at a time when so called “celebrity brews” were popping up with increasing frequency, nobody knew what to expect from Iron Maiden’s plan to create a Premium British Beer with Robinsons; family brewers since 1838. But, as the beer celebrates its 2nd birthday, TROOPER is fast becoming a serious contender in the global beer market.
Just as beer needs the right ingredients and conditions to thrive so too does a brand collaboration and the people who nurture it. Born from vocalist Bruce Dickinson’s energetic enthusiasm and intimate knowledge of real ale, Iron Maiden’s worldwide reputation for passion and integrity, and Robinsons brewing knowledge (passed down from generation to generation), TROOPER had all the right elements to produce an award-winning recipe.
Every detail, from the selection of hops and brewing technique with Robinsons’ Head Brewer Martyn Weeks, to the choice of name and label design, through to the marketing direction were made in close consultation with Bruce and members of his management team. Bruce was adamant that care should be taken to market TROOPER as a Premium British Beer for the taste and quality. No gimmicks, just solid foundations growing, layer by layer.
Now two years on TROOPER has leapt ahead of the competition, picking up a Gold Award at last years’ BBI Drinks competition and has just been singled out as the second best New Product Development launch of the past 2 years.*
Abroad, TROOPER has become Sovereign’s (Robinsons official export partners) biggest brand in their export business, establishing solid business in 42 international markets.
David Davies, M.D. of Sovereign Beverage Company commented: “We are the largest exporter of ales and cider from the UK. Unlike many British beers which struggle to compete internationally, TROOPER has maintained its stunning export success with repeated high volume orders across some of the world’s leading importers. As international demand for British beer continues to grow, I am confident that TROOPER will continue to be the fastest selling and largest volume ale for British sales globally.”
At home, TROOPER’s success has grown the Cheshire Brewers Free Trade business by 27%**, doubled their sales force, secured a 20% uplift in On Trade routes to market from global brewers to local wholesalers and put Robinsons firmly on the world map. CGA stats also highlight that TROOPER is in heady growth (60% up in the last 12 months and the third fastest growing beer in the market).
Robinsons M.D. Oliver Robinson comments “We’ve had a terrific journey. It’s a great pleasure working with Bruce and his team and we have strategic plans to continue expanding the TROOPER legacy. Considering the Premium British Ale market is flat, and we don’t have huge marketing budgets, TROOPER has exceeded expectations. It is testament to the quality (and taste) of the liquid and I think this growth illustrates how important it is to believe in your product and, most importantly, the people behind it. On behalf of the Robinsons family and the entire TROOPER team… we would like to say a big thank you to you the fans of both the beer and Iron Maiden for supporting us and picking up a pint of TROOPER. Here’s to the next two years!”
In recognition of the importance of the support from the On Trade, Robinsons have selected 50 special and intimate venues across the UK to join the celebrations of TROOPER’s official 2nd Birthday this Saturday 9th May, with exclusive bunting, drip mats, bar runners and collectable badges to everyone buying a pint or bottle. Click here to see the list of pubs.