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Iron Maiden and Robinsons Brewery Reveal New ‘Hallowed’ Beer

Bruce Dickinson unveils new HALLOWED beer in Antwerp, Belgium. Photo credit John McMurtrie.
British rock legends IRON MAIDEN and independent family brewers ROBINSONS have revealed a brand new Belgian style beer: HALLOWED.

This new ale follows on from the success of the original TROOPER, which has sold over 15 million pints since its launch in 2013, and previous limited edition beers TROOPER 666 and RED ‘N’ BLACK.

Once again, the dynamic duo of ROBINSONS’ Master Brewer Martyn Weeks and IRON MAIDEN’s lead vocalist and ale aficionado BRUCE DICKINSON have teamed up to create something very special for beer and music fans alike.

BRUCE DICKINSON explains: “What makes this brew pretty special is that we’re adopting a Belgian yeast for the first time. I’m a big fan of Belgian beers, so I jumped at the chance to brew my own. While I get very excited about experimenting with new formulas and ingredients, the thing about Belgian beer is that it’s as much a way of life as it is a drink. We’ve tried to bottle that philosophy in HALLOWED, albeit with a British twist.”

At 6.0% ABV in a 330ml bottle, HALLOWED is a Belgian inspired beer that’s brewed in England. It is also one of the first beers to be brewed by ROBINSONS Brewery that uses Belgian yeast. ROBINSONS haven’t changed the yeast used in their beers since 1942, which makes HALLOWED even more special.

Martyn Weeks, Head Brewer at ROBINSONS Brewery, continues: “It’s all in the yeast. Belgian yeast yields a very distinct taste and presentation. You can sniff out a Belgian beer simply from its aromas: fruity, spicy and earthy. Belgian yeasts withstand higher alcohol levels, they attenuate well and create an array of phenolics and esters… put simply, this means more flavour and I think Hallowed drinkers are in for a treat.”

HALLOWED’s innovative bottle label pays tribute to Belgian beer, presenting IRON MAIDEN’s iconic mascot EDDIE, robed in traditional monk’s clothing: a nod to the Trappist monastic brewing tradition in Belgium.

HALLOWED will be available from October 2017 for a limited period of four months. Information on exactly where the beer will be available will be released on Iron Maiden Beer’s and Robinsons Brewery’s social media accounts in due course.

Robinsons Brewery Launch Six Movie-Inspired Seasonal Beers For 2017

robinsons-2017-movie-themed-seasonal-line-up
Beer and movies… surely the perfect mix? Well, Robinsons Brewery certainly think so. The 179-year-old Stockport-based brewer has revealed six new seasonal ales for 2017; each inspired by TV and the big screen.
Brewers are notorious for ‘pun-y’ beer names and these often appeal to history buffs, space fanatics, scientists, avid bookworms, and national sporting events. This year, however, Robinsons are setting the trend for beers that appeal to ‘film fans’ and ‘TV buffs’.

Gill Yates, Brands Manager for Robinsons Brewery, explains: “we trialled the ‘big screen theme’ in 2016 with ‘Hop Gun’; an explosive 4.0% ABV light amber ale inspired by the 1980’s hit film Top Gun. The limited-edition ale proved to be the perfect wingman selling just under 135,000 pints in 2 months. So, this year we decided to roll out the film theme across our entire 2017 seasonal ale range. Feedback so far has been overwhelmingly positive. We think these are some of the best designed seasonal ales we have ever produced and we hope our drinkers enjoy them.”

Robinsons’ 2017 seasonal range kicks off with Magnum IPA; the ideal companion throughout February and March. This 4.1% abv crisp, Hawaiian shirt of a brew packs a punch and always gets its man. Golden, like a Polynesian sunset with hints of lemon, lime, and exotic flora. A worthy addition to any moustache.

The King in the North arrives in April and May! Pint of Thrones is a 4.0% abv traditional amber ale, full blooded, reliable, and down to earth with a warm heart of spicy cedar. Taste is coming.

Robohop goes on pint patrol this summer. At 3.6% abv, this hybrid of American and English hops is engineered to create a strong, blonde, triple hopped flavour with a lower ABV. Prime directive – to uphold zesty, citrus/pine notes, and refresh citizens wherever thirst is detected. You have between June and July or until the end of the barrel to comply.

“You asked for miracles I give you… YIPPEE IPA motherhopper!” At 4.2% abv, this heady mix of Nelson Sauvin and Galena hops with pale ale malt, caramalt and wheat combine to bring you this maverick American style IPA. With an intense hop character and a hint of citrus zestiness, it’s a diehard brew that will keep you coming back for more throughout August and September.

Surrender to the dark side throughout October and November. Toffee, biscuit malt and citrus flavours will render you defenceless against the all-conquering power of Dark Vader. At 4.0% abv, resistance is useless against the force of this glorious red ale, destined to conquer all who stand before it.

Welcoming in the festive season (or not) is Mr Scrooge. Bah Humbug, you’ll need to be quick whilst the generosity lasts. A once a year fruity treat with toffee, blackcurrant and grapefruit citrus flavours, this generous ale is a seasonal gift that just keeps on giving… until it runs out that is. Fill your stockings with this 4.3% copper ale throughout December.

Gill continued: “600,000 pints were sold in 2016 across our 280 pubs and nationally through listings across the country; the equivalent of a pint drunk every minute. This year, we’ve got a brilliant seasonal line-up we know our customers will love.”

Keep up-to-date with all the news and brews from Robinsons Brewery. Visit them online at http://www.robinsonsbrewery.com, like the brewery on Facebook: http://www.facebook.com/robinsonsbrewery and follow Robinsons on Twitter: http://www.twitter.com/robbiesbrewery (@robbiesbrewery)

Robinsons And Iron Maiden Launch Limited Edition Trooper Red ‘N’ Black Worldwide

The Red N Black Bottle
TROOPER Red ‘N’ Black, the third beer from IRON MAIDEN and ROBINSONS BREWERY, has been released worldwide through import partners and at selected Morrisons stores nationwide in the UK. The beer will also be available in cask from selected Robinsons pubs and through national listings.

The limited edition beer, designed once again by Iron Maiden vocalist and ale aficionado Bruce Dickinson together with Robinsons’ Head Brewer Martyn Weeks, is a modern take on a recipe that dates back to the 1850’s; a time when porter style beer was becoming increasingly popular in Britain.

At 6.8% in bottle or 5.8% ABV in cask, TROOPER Red ‘N’ Black Porter is the first dark beer in the TROOPER ranks and the strongest beer in the range to date.
Bruce Dickinson said: “It’s exciting news that we will be exporting this porter, a uniquely British ale style, to beer drinkers around the world. It’s a great tasting drop, even if I do say so myself, and the name chose itself when we saw it in the glass.”

John Robinson, Brands Manager for Robinsons Brewery said: “We are delighted to be continuing our partnership with a third beer in the TROOPER range. Iron Maiden have some of the most passionate fans in the world so the opportunity to create another beer and expand the ranks of the TROOPER beer range is one that we jumped at the chance to do. We hope that this beer will be a great introduction to new drinkers into a darker variety of beers.”

TROOPER Red ‘N’ Black in bottle is available to purchase at selected Morrisons stores in the UK from September 5th and online at http://www.robinsonsbrewery.com for the UK and select countries.

Red ‘N’ Black will also be available in cask at 5.8% ABV at selected Robinsons pubs and through national listings with Molson Coors, Mitchells and Butlers, Heineken, Enterprise, Carlsberg, Admiral Taverns, Greene King and J D Wetherspoon.

Watch the exclusive TROOPER Red ‘N’ Black Bottling video: https://www.youtube.com/watch?v=hhhez8o99Bw

To keep up-to-date with TROOPER please visit http://www.ironmaidenbeer.com, like TROOPER on Facebook : http://www.facebook.com/ironmaidenbeer and like them on twitter http://www.twitter.com/ironmaidenbeer (@ironmaidenbeer)

To find where to buy the beer in your country please visit: http://www.ironmaidenbeer.com/buy-beer or visit http://www.ironmaidenbeer.com/tracker

New Iron Maiden Beer – Red N’ Black – Now Available To Pre-Order Online

Iron Maiden

Contain your excitement! TROOPER Red n’ Black – a new collaborative brew between IRON MAIDEN and ROBINSONS BREWERY – is now available to PRE-ORDER direct from Robinsons’ online shop.

Red ‘N’ Black Porter is the third beer in the TROOPER range following on from the stunning success of TROOPER and last year’s limited edition TROOPER 666.

The beer, designed once again by IRON MAIDEN vocalist and ale aficionado Bruce Dickinson together with Robinsons’ Head Brewer Martyn Weeks, is a modern take on a recipe that dates back to the 1850’s; a time when porter style beer was becoming increasingly popular in Britain.

At 6.8% in bottle or 5.8% ABV in cask, TROOPER Red ‘N’ Black Porter is the first dark beer in the TROOPER ranks and the strongest beer in the range to date.

Named after a track from the latest Iron Maiden album ‘The Book Of Souls’, the red and black colour comes from the blend of chocolate and crystal malts which gives this full bodied beer a roasted malt and caramel backbone. The special Robinsons’ yeast provides hints of both liquorice and honey character to create a delicious warming brew.

All real ale fans need to do to be the first to get their hands on this new beer is follow this link, click the buy now button and we’ll have Red n’ Black on your doorstep from the 1st September or as soon as possible afterwards.

We get asked all the time about when TROOPER Red n’ Black will be available to buy in pubs and shops – we are of course working on this as well!  Don’t worry, we’ll soon be letting you know via the website and social media exactly where and when you can get your hands on Red n’ Black in pubs and supermarkets… for now you can guarantee your beer delivery for 1st September by pre-ordering your beer order online.

Fans looking to buy the beer from USA can pre-order the beer via the following links:

http://www.wlvliquors.com/product/robinsons-trooper-red-n-black

https://www.france44.com/pre-order-robinsons-trooper-red-n-black-porter

Keep an eye on the website www.ironmaidenbeer.com, or follow @IronMaidenBeer on Facebook and Twitter Facebook, because things are really starting to brew as September approaches!

Iron Maiden And Robinsons Brewery Announce Their Latest Edition Beer

Trooper

Iron Maiden and Robinsons Brewery have announced ‘TROOPER Red ‘N’ Black – a new limited edition beer from their award-winning TROOPER* range – which will be available worldwide from September 2016.

TROOPER Red ‘N’ Black Porter is the third beer in the TROOPER range following on from the stunning success of TROOPER and last year’s limited edition TROOPER 666.

The beer, designed once again by IRON MAIDEN vocalist and ale aficionado Bruce Dickinson along with Robinsons’ Head Brewer Martyn Weeks, takes its inspiration from a very early Robinsons recipe which was first brewed in the 1850’s; a time when porter style beer was becoming increasingly popular in Britain.

Bruce Dickinson explains: “I like tasting outside the box. Stouts and porters were virgin territory for me so I just went by feel. Martyn and I hope we have created a new take on a classic beer and one which I hope will tickle the taste buds of ale fans in a pleasantly unexpected way.”

At 6.8% in bottle or 5.8% ABV in cask, TROOPER Red ‘N’ Black is the strongest beer in the range to date.

Taking its name from both the colour of the beer, which glows red when held up to light, and the song ‘The Red and the Black’ from Iron Maiden’s critically acclaimed 2015 album The Book of Souls, TROOPER Red ‘N’ Black uses a blend of chocolate and crystal malts which help give the beer a roasted malt and caramel backbone. Robinsons yeast, the same strain which has been used in the Stockport brewer’s beers since 1942, provides hints of both liquorice and honey to create a delicious warming brew.

John Robinson, Brands Manager for Robinsons Brewery said: “With millions of pints sold in 55 countries worldwide it’s safe to say that TROOPER remains a phenomenal success. Last year, we released TROOPER 666 at the request of the fans and this year we are happy to be releasing another limited edition beer that broadens the TROOPER range in an ever evolving and vibrant beer market.”

Robinsons have been taking global trade pre-orders from the beginning of March, to try and ensure that the limited edition bottles will be available simultaneously in local outlets in as many countries as possible around the world by autumn.

Information on pre-orders for fans will be announced on Iron Maiden Beer’s and Robinsons Brewery’s social media accounts.

*TROOPER has won the BBI (British Bottlers’ Institute) Gold Medal 2014, 2015 in their annual blind tasting sessions.

Robinsons Launch The Manchester Heritage Ale Trail

FullSizeRender

The launch has happened and you can start to take in Manchester’s first ever Heritage Ale Trail!

Curated by Mark West, owner of two of the venues you can enjoy in The City Arms and The Britons Protection, he has teamed with local brewery Robinsons of Stockport to offer what he deems to be an ale trail with a difference. He says that ”the premise is simple: as real ale fans journey through the trail they will collect a stamp in every pub (once they have purchased a pint). Participants that complete the ale trail and collect all of the stamps will win a free Heritage Trail t-shirt and a special discount of Robinsons award-winning Brewery Tours in Stockport”.

IMG_2536So instead of the usual 10+ that you would normally see on similar pub crawls, this one offers you 5 of some of the Manchester’s cultural icons, with a small walk between some that takes in the sights of the Town Hall, Bridgewater Hall, Manchester Central and Central Library. It’s all about the heritage that Manchester offers, all while being invited to enjoy a pint with friends and family in institutes such as Circus Tavern, which is the smallest bar in Europe (you need to see it to believe it!) and dates back to 1840, The City Arms at over 200 years old and used to be a weaver’s cottage, as well as the Vine Inn which credits itself from the 1860’s.

Also on the trail include the Town Hall Tavern, which as the name suggests, come hand in hand with Manchester Town Hall and offers a hidden gem for sure, and finally The Britons Protection which has stood since 1806 and offers over 300 whiskies to its name. Well, would be rude not to before you head home!

Robinson’s have supported the Heritage Ale Trail, and you can enjoy the likes of Unicorn within the City Arms, or the ever popular Dizzy Blonde in the likes of Town Hall Tavern and Vine Inn. With the chance to grab a t-shirt after all 5, as well as discounted trips to Robinsons Brewery, it’s not a bad reward for enjoying what is essentially Manchester in all its form and glory.

For more information, visit www.manchesteraletrail.co.uk

© David Marsland and Drinks Enthusiast 2016. Unauthorized use and/or duplication of this material without express and written permission from this blog/sites author and owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to David Marsland and Drinks Enthusiast with appropriate and specific direction to the original content.

Simon Rimmer Returns With Man Vs Food: Round 3

The-flyer-for-Man-Vs-Food-Round-Three

On Tuesday 26th January 2016, Celebrity Chef Simon Rimmer is to return with the ultimate gastronomical challenge – ‘Man vs. Food’ – at Robinsons’ award winning bar and grill; The Airport Pub on Ringway Road by Manchester Airport.

Inspired by the hit American TV show, the Sunday Brunch Chef will once again throw down the gauntlet to over 50 hungry punters vying to triumph in a belly-bursting battle.

The belt-loosening challenge will see contestants say ‘goodbye’ to their January diets in favour of tackling a gargantuan 32oz burger comprising of 2 beef patties with a hefty serving of delicious pulled pork, ‘slow n low’ smoked beef brisket, spicy chilli beef, Southern style chicken, 4 rashers of crispy smoked bacon, pickled gherkins, onion rings and smokey cheese. As if that wasn’t enough, the cushion-sized burgers come with a side of fries and BBQ beans.

Commenting, Simon Rimmer said: “This will be the third challenge we’ve done and we’ve only had a handful of winners from each event. It’s such a difficult challenge, but it’s great fun and I admire anyone who comes close to completing. Let’s just say, it’s an event I’m happy to judge rather than partake in. This time, we’ve raised the stakes and it will be a challenge of colossal proportions.”

The event will form part of the pub’s first year celebrations; having reopened in January 2015 after a major investment from Robinsons Brewery in Stockport. In the last 12 months alone, The Airport has welcomed thousands of visitors, customers and aviation enthusiast alike, won ‘Best UK Pub Design’ at the acclaimed Restaurant and Bar Design Awards, and has recently received a nomination for ‘Best New Pub’ at the 2016 Publican Awards.

Simon Taylor, Retail Operations Manager for Robinsons Brewery, said: “Needless to say The Airport has exceeded all our expectations and continues to provide a brilliant meeting place for the community of Wythenshawe and the surrounding areas. We are proud of the pub and this event is a great way of raising a pint to a tremendous first year.”

Closing, Simon Rimmer said: “We invite everyone to come down, participate or simply cheer on our competitors… they’re going to need all the support they can get!”

Tickets for the event are on sale NOW from The Airport Pub. Doors open from 6.30pm. Tickets are £20 per entrant with free admission for spectators. Each participant will receive a free t-shirt to commemorate the event and a free pint. The winner of the challenge will also win their height in beer. Tempted?

To book your tickets contact:

The Airport Pub
Ringway Road
Manchester
M22 5WH
Tel: 0161 498 8536
Email: info@airport.pub

Robinsons Celebrate Second Amazing Year For Trooper British Premium Beer

Trooper

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.

Robinsons Launch Free Hospitality Training Courses

Robinsons deliver free hospitality training

As part of their continual investment into skills training for pubs across the North West, Stockport brewer Robinsons are launching a series of free training courses to local publicans, existing hospitality staff or anyone looking to enter the hospitality industry. The only expense is an examination fee of £25 saving over £115 per person, per course (ex. Vat).*

“It is now about 18 months since we first launched our Apprenticeship Plus Programme in conjunction with other North West pub operators such as Living Ventures and we now have over 120 on programme,” explained Director of Retail Operations Dave Harrison. “That was about raising the bar for service and standards in our area and these training courses is a continuation of that. There aren’t any catches and we’ll even throw in a brewery tour and buy lunch! We have a £3m training facility which opened 2 years ago and this gives us a great chance to make the most of it.”

“We’re going to run 13 free courses to start,” Dave continued, “and of course they are available to our licensees too, but we hope to see lots of new faces and should they prove popular then we will continue to run them. We’ve been investing in pubs in the North West for over 175 years – this is about opening the doors to the wider pub community. We don’t mind if you have a pub already that is managed, leased or free of tie – or are simply interested in building your skills with the prospect of perhaps one day running your own pub business…. if you are interested in training and want to make the most of this opportunity then you are the sort of people we’d like to invite to the brewery.”

The Cellar Training (ABCQ) and Personal License Holder (APLH) start on March 3rd and are run in conjunction with CPL Training. Places are available on a first come, first served basis. For further information or to book onto a course simply call 0845 833 1835 or email robinsonstraining@cpltraining.co.uk

Hospitality Training courses & dates

Robinsons Are Brewing A New Look

Robinsons Master Unicorn-Brewery CMYK CPR AW

ROBINSONS – one of only 32 independent family-run breweries in the UK – has announced a company-wide rebrand commencing with a new logo design by Truth Creative; an award winning design agency based in Manchester.

The brand revamp comes as Robinsons prepares for their biggest pub investment commitment to date, which includes fresh pub signage throughout the estate to reflect the sleek new look, and over the coming months new pump clips, bottle labels, merchandise and literature, together with a newly designed corporate website, will be updated to reflect the new brand identity.

Explaining the vision behind the new look, Darren Scott, Founder and Creative Partner of Truth, commented: “We were thrilled to be asked to deliver a new brand proposition and corporate identity for Robinsons. We have modernised, refined and simplified the brand mark to be bolder, more dynamic and future proofed. Robinsons rebranding is distinctive without detracting from the Unicorn motif; which has formed the backbone of their respected lineage and represents all the company stands for as an independent family brewer. Likewise we felt ‘Copper’ was a key ingredient in the Robinsons brand recipe. The material is historically intertwined with the craft of brewing and beer; as well as having a strong presence throughout Robinsons’ Visitor Centre; including a reconditioned Copper vessel which served the brewery for more than 80 years.”

“We have a wonderful tradition of strong brand identity that stems over the last 176 plus years,” explains Oliver Robinson; joint Managing Director (Beer Division) of Robinsons Brewery. “As custodians of our family business we have reached a point to move forward with its development and in doing so take a tighter control of our image, how we portray ourselves and importantly our tone of voice. Following heavy investment in our pubs, brewery and beers, we felt it was the perfect time to brew a new look and redefine our positioning.”

Handcrafted in the historic market town of Stockport since 1838, Robinsons has evolved from a local Stockport brewer to a multi-million-pound establishment owning over 300 pubs across Cheshire, Lancashire, Derbyshire and North Wales. With the sixth generation now at the helm, Robinsons continues to offer a wide range of award winning ales, ranging from heritage brews (such as Old Tom and Unicorn) to lively young ales (such as Dizzy Blonde and TROOPER; brewed in collaboration with Iron Maiden). It’s a winning formula that has earned the company worldwide recognition.

William Robinson, joint Managing Director (Pub Division) comments: “We’re incredibly proud of our achievements and of our unique family heritage which binds us together. Robinsons is a passionate and dynamic business with great traditions and bold new ideas. It’s at this critical point in our drive to evolve and move forward that we have reviewed our image and experience as a brand.”

Robinsons remain one of Britain’s best-loved family-run breweries and one of the most celebrated, having won many prestigious awards over the years, including ‘World’s Best Beer’, ‘BBPA Beer Champion’ and ‘Family Business of the Year’. In addition, the brewery Visitor Centre has recently been voted ‘Best Small Visitor Attraction’ by Marketing Cheshire, automatically being put forward for the Visit England awards in 2015, and Robinsons has been shortlisted for the Publican Awards under the category ‘Best Community Pub Operator’.

Concluding, Oliver Robinson said: “It’s an exciting time for Robinsons – and for our customers. Combining craftsmanship with innovation, we will continually strive to better our offering and bring brilliant products and outstanding social experiences to our customers.”

To stay in the mix, please visit www.robinsonsbrewery.com