ONE YEAR & FIVE MILLION PINTS: Stunning Global Success for Robinsons & TROOPER

· Five million pints brewed within 1st year of launch

· Unprecedented export success with 47% of total beer brewed being sold in 40 countries

· Robinsons TROOPER team doubled in last 6 months.

· TROOPER now has off trade listings in the UK’s top 4 retailers: Morrisons, Sainsbury’s, Tesco’s and Asda.

· Confirmed as the Official Festival Ale of SONISPHERE Festival, Knebworth House, July 5th

Today, 9th May 2014 marks the first anniversary of TROOPER beer, the hugely successful collaboration between ROBINSONS BREWERY and IRON MAIDEN which has exceeded all expectations for the Cheshire family brewers.

Since the beer’s launch Robinsons have brewed a staggering 5 MILLION pints of TROOPER of which almost 50% is exclusively for the export market. TROOPER is currently distributed in 40 countries and its continuing global expansion, allied with the expanded capacity and capabilities of a new brew house, has seen Robinsons more than quadruple their export sales, which are up 730% YTD.

Robinsons Joint Managing Director Oliver Robinson explains why it’s been an incredible first year and how the future is every bit as exciting:

“Establishing a new beer is a long and difficult process. It’s tough enough to launch a new beer in the UK, but to do so this successfully and to also take a beer global immediately is a different scenario altogether. Brewing over 5 million pints in a single year is not extraordinary in itself. However, brewing 5 million pints within the FIRST year of launching a new ale brand is astonishing for a regional brewer like Robinsons. Also, 47% of the beer brewed is already being shipped to 40 countries – of which 15 markets are first timers for Robinsons – including 36 out of 50 US States, Canada, Europe, Mexico, and Brazil. This is quite simply the most successful new product we have ever launched into the export market in our 175 year history. Furthermore this success has, in turn, had a very positive impact on our own brands, such as Dizzy Blonde and Unicorn. Full credit goes to our export partners Sovereign Beverages for their total commitment and for working so diligently.”

“We have big plans for TROOPER and are committed to ensuring its future as a premium British beer. To do this we need to ensure that we have the right people in place to make it happen and deliver our vision for this fantastic worldwide beer brand. Consequently, we’re delighted to announce an expansion of our workforce. The team responsible for developing TROOPER, promoting it, and bringing it to market has more than doubled in the last six months. As part of this expansion, John Robinson will move from his role as Brands Manager responsible for 24 of Robinsons’ brands, to focus exclusively on TROOPER.”

IRON MAIDEN’s Lead Singer Bruce Dickinson summarises the relationship:

“When asked a year and a half ago if we wanted to enter into a partnership with the respected Robinsons Brewery to design and brew a real ale for ourselves and our fans, we leapt at the chance. What has been particularly encouraging, over and above the international sales success and even over the tremendous reaction from our fans, is how it has been so warmly welcomed by serious beer aficionados outside the Iron Maiden community. As a dedicated ale drinker myself, I was very aware of the many great beers available and the extremely high level of competition we faced. For TROOPER to have grabbed people’s imagination and taste buds right from the very start has given us all a real sense of satisfaction. We’re very grateful to our new friends at Robinsons and our export partner, Sovereign Beverages, for their continued dedication in getting TROOPER out to quality ale fans globally.”

One of many planned strategies to further the global expansion of the brand is to use the huge online community of TROOPER fans to help accurately track the beer across the world by launching an updated beer finder, aptly titled TROOPER TRACKER. As well as featuring trade locations, the TROOPER TRACKER will allow the fans to post not only the location where they find the beer, but the date too – improving the accuracy of the crowd-sourced information and particularly helping those looking for (shorter shelf life) cask beer.

On top of all these exciting new TROOPER initiatives comes the news that the beer has just been named “Official Ale” of the Sonisphere Festival, Knebworth Park, where on July 5th 2014 IRON MAIDEN will give a headline performance on the final date of their Maiden England World Tour which began in June 2012 and by which time will have been seen by well over two and a half million fans around the globe.

It has been a momentous first year for TROOPER and a cause for celebration for not only IRON MAIDEN and ROBINSONS, but also for British Real Ale and its continued expansion and appreciation around the world.

For Further Information etc… For more information on how to get your hands on TROOPER please contact:
•Kate.Darbyshire@frederic-robinson.co.uk for Off Trade and Export
•Claire.Middleton@frederic-robinson.co.uk for On Trade
•For Export enquiries – info@sovereignbeverage.co.uk

For all other TROOPER updates visit www.ironmaidenbeer.com and follow IronMaidenBeer on Facebook or Twitter.

Related posts

SCHÄFER: Made to measure

SCHÄFER Container Systems offers individual KEG types for the Italian craft brewing scene Neunkirchen,...

Exmoor Gold Is 30!

The Golden Ale that started a trend and made beer history celebrates its 30th...

Does Size Matter?

Not according to CNG Engineering! The Pontefract based engineering firm has recently completed a...

Wood's bottle a Beauty!

Wood Brewery is launching a bottled version of Shropshire Hills Beauty, its increasingly popular...

Tiny but Mighty

Padstow Brewing Company beat off strong competition from Regional and National brewers to win...

Blind Mans Buffet

First things first… Some of you may have heard along the grapevine that we’re...

New CEO for the IBD

On behalf of the Board of Trustees, I am pleased to announce the appointment...

Welbeck Abbey News

Here at Welbeck Abbey Brewery we’re elated to announce that our first pub ‘The...

Willowbrook Arises

Castle Rock’s Willowbrook pub in Gedling, Nottinghamshire, reopens today – Thursday 2 July.  It has...

SIBA launches Beerflex

Direct Delivery Scheme evolves in response to growing demand for quality independent beers The...

Robert Humphreys awarded MBE

All-Party Parliamentary Beer Group and SIBA praise his achievements Robert Humphreys, formerly the Honorary...

Pass it On

From mother to daughter, father to son, teacher to pupil; passing on knowledge and...

The Half Pint Marathon

A collaboration between Thornbridge Brewery and Forum Cafe Bars LTD will have you reaching...

Punch delivers profits

By James Wallin, M&C Report, 22-Apr-2015 Punch Taverns has reported a 0.5% rise in...

SIBA BeerX 2015 photos

Festival of Beer   Trade days   National Beer Competitions   SIBA Business Awards...

The Eagle prepares to fly

Truman’s doubles production capacity through half million pound investment Truman’s – East London’s beer...

A Flourishing Friendship

The Friendship pub, Glossop, has reopened following a complete transformation courtesy of Robinsons Brewery...

How Golden Duck Brewery found the Commons touch

How Golden Duck Brewery found the Commons touch Read more at http://www.derbytelegraph.co.uk/Beerhunter-Golden-Duck-Brewery-Commons-touch/story-25953732-detail/story.html#BXg7BAIdhJB0bpPU.99

Top of the hops

S J Adams & Son wins the British Hop Award 2014 Worcestershire based hop...

SIBA BeerX Festival of Beer

SIBA BeerX 2015 @siba_beerx #BeerX2015 facebook link National Beer Competitions finalists and results See...

SIBA BeerX 2015

SIBA BeerX 2015 National Beer Competitions finalists and results. @siba_beerx #BeerX2015 facebook link. BeerX...

Oyez to Old Henry

Two rather jolly characters are celebrating being awarded a gold and bronze regional award...

SIBA supports Tryanuary

The Society of Independent Brewers (SIBA) is supporting Tryanuary, the new initiative that encourages...

Eighty Shilling

The Rebel Brewing Company based in Penryn Cornwall, firmly secured their place in Cornish...

FDEA Network Forum

The UK’s dedicated trade association for food and drink exporters is proud to present...

SIBA to stage third BeerX

Celebration of beer returns to Sheffield The Society of Independent Brewers (SIBA) is returning...

Beer sales increase is great news for Burton

Beer sales increase is great news for Burton Read more: http://www.burtonmail.co.uk/BREWING-Beer-sales-increase-great-news-Burton/story-24471610-detail/story.html#ixzz3IfPHqQzw Follow us: @BurtonMailNews on Twitter...

Reuben does a runner

Reuben Crouch, General Manager at Ludlow Food Centre for the past seven and a...

The Return of Ben Truman

1st anniversary of Truman’s return to East London brewing Truman’s has celebrated the first...

Untitled

Elgood’s Brewery Beer Festival Local Beers, Food, Music and a chance to be filmed...

Evolution On Line for Beer

Evolution Bottling and Packaging Solutions are delighted to have joined SIBA. Evolution BPS provide...

British Hop Harvest 2014

When: throughout September The British Hop harvest is dramatic, noisy, frenetic and does not...

NZPA Flies Home

Hawkshead Brewery, known in Britain, for brewing big flavoured beers with New Zealand hops,...

Untitled

SIBA South East Region Beer Competition 2014 DATE OF JUDGING & ANNOUNCEMENT           11th July...

SIBA East Meeting

MEMBERS ONLY Location: Charters Arm, Town Bridge, Peterborough, PE1 1FP Time: 13:30

Hop & Malt Seminar

BFBi is pleased to announce the Hop & Malt Seminar, being held on Tuesday...

Blonde gets Gold.

Dawkins Bristol Blonde crowned Champion standard bitter and third overall out of 270 beers....

Judi Hughes

Acorn Brewery is saddened to announce the death of co-founder and director Judi Hughes...

Bottlesafe Air

Over the past three years inspirepac have been supporting SIBA members with gift packs...

Wood's head brewer retires

Paul Benson, head brewer at Wood’s, the award-winning South Shropshire brewery at Wistanstow, Craven...

SIBA East Region Meeting

SIBA MEMBERS ONLY Venue:  Haymaker,54 High Street, Chesterton, CB4 1NG Cambridge, Cambridgeshire Time:  13:00...

Maxim Brewery

Following on from Sunderland Football clubs recent successes on the pitch – Maxim Brewery...

A-wards and up-wards!

Eight Design Effectiveness Awards in three years At the 2014 Design Effectiveness Awards, Leeds-based...

SIBA South Keg Beer Competition

BY INVITATION ONLY Location – Tulleys Farm, Turners Hill Road, Turners Hill, Crawley, West Sussex, RH10 4PE Time – TBC

SIBA Council Meeting

COUNCIL MEMBERS ONLY Location – National Brewery Centre, Staffs. Time – 9am

SIBA Council Meeting

MEMBERS ONLY Location – National Brewery Centre, Burton-on-Trent, Staffs. Time – 9am  

SIBA Toolbox

Members: Please make sure that you are using the link http://toolbox.siba.co.uk/ to get to...

Peter Austin

Ringwood today announced the passing of brewery founder, Peter Austin on 1st January. To...

A Hart-felt farewell

Gillian Tyrrell of The White Hart, Hazel Grove, has announced her retirement after a...

Untitled

To All SIBA Members BFBi have been working on Craft Brewers Conference and are...

Beer goes to Brussels

EVERCREECH’S Wild Beer Co took some of their ales to Brussels at the request...

Trooper Invades London

Robinsons Brewery in Stockport have announced that they will launch a London based billboard...

Brewery for Auction.

On behalf of Cains Brewery, Moody Auctions offer for sale by online auction complete...

Beer Grotto!

Exeter residents, upon seeing two rather overgrown elves rolling a pub-load of beer into...

Gold Does the Double

Our hand crafted ale, Gold has won Gold Medal for best overall bottled beer...

Untitled

SIBA Midlands Region Beer Competition 2013          DATE   OF JUDGING & ANNOUNCEMENT      10th October 2013...

Gold for The Barrels

We are very proud to announce that Wye Valley Brewery’s flagship pub, The Barrels,...

New film from SIBA

The Society of Independent Brewers (SIBA) has produced a new film, ‘Building the Future...

Silver cup to set barrel rolling at championships

Taken from:  http://www.burtonmail.co.uk/News/Silver-cup-to-set-barrel-rolling-at-championships-20130819145431.htm Burtonians taking part in this year’s barrel rolling championships will get...

Let There Be Beer

Whatever else you’re doing tomorrow, Saturday 29th June,  make sure you tune into SKY...

SIBA National Emails

SIBA National (Trade Association) emails will be down for maintenance from 16:00 today This includes...

SIBA East Region Meeting

SIBA MEMBERS ONLY Venue: Charters Bar, Town Bridge, Peterborough, PE1 1FP  http://www.oakagroup.com/charters/contacts.asp Time: 12:00

Keith Greener

Keith Greener,Spares and Service Manager from Microdat sadly passed away from pneumonia on 30th...

Birmingham Beer Bash

We’re pleased to announce the launch of Birmingham Beer Bash, a brand new festival...

Four weeks to go!

The closing date for entries to the Sainsbury’s 2013 Great British Beer Hunt is...

Cyclops Beer Live

Onsite Cyclops testing at SIBA’s BeerX on 15th March Cyclops Beer is bringing its...

A trip down memory lane

25 years ago Richard Scragg and Helen Teasdale bought the current Springhead Brewery site...

The Judges Judged

Real ale drinkers, supping alongside fellow judges Lilian Greenwood MP, Robin Hood aka Tim...

It's Phil's Ale

Early one cold morning in January about a dozen members of the local CAMRA...

Beer and Dolphins Unite

A unique partnership between a brewery and an international wildlife charity is launched on...

Got a Cold? Have a Beer.

Sapporo Breweries-backed study shows that beer contains chemicals that could counter colds As the...

SIBA Emails

Dear SIBA Members We are currently experiencing technical problems when receiving emails and therefore...
Top