As IRON MAIDEN arrive for the UK leg of their Legacy Of The Beast European Tour 2018, ROBINSONS BREWERY and IRON MAIDEN have announced a series of official TROOPER pre- and post- tour parties, designed to connect Maiden’s devoted fanbase and TROOPER drinkers with the venues, bars and pubs that stock and support TROOPER, their award-winning premium British beer.
The sold out UK leg of the Tour covers shows in Newcastle, Belfast, Aberdeen, Manchester and Birmingham, before finishing with two nights at London’s O2 Arena. And what better drink to accompany the experience than a pint (or two) of the band’s own TROOPER beer; designed by lead singer BRUCE DICKINSON in collaboration with ROBINSONS Head Brewer Martyn Weeks in 2013.
The beer will be available in all UK tour arenas, along with several designated TROOPER party pubs and bars, to ensure fans don’t go thirsty. Fans can drink a TROOPER beer before and during the show, then continue the celebrations after the concert.
Ben Robinson, Director of Sales at ROBINSONS, explains: “In 2017, the TROOPER parties proved to be a phenomenal success. In some arenas, TROOPER was out-selling lager two to one whilst some of the pubs and bars involved had their best takings ever for the evening and have had continued success since. In Hard Rock Café in Manchester, TROOPER was selling an 11-gallon cask every 13 minutes and most of the pubs and bars sold out of TROOPER before the end of the evening – accomplishing one of our primary objectives in driving footfall into these venues. On the back of the success, those pubs that could carry on taking the beer have done so (the Baltic Fleet in Liverpool is a prime example of this) and the buzz has resulted in 39 permanent new stockists of the beer across the country including new accounts in London.”
Exceptional feedback from last year’s stockists for the Book of Souls tour:
“We sold a keg every 15 minutes!” - HRC Manchester
“We have never sold so much Trooper, great to see social media and support working” - The Imperial
“The Social Media really drove customers to us” - Head Of Steam
“Man, those Maiden fans can drink!” - The Pilot
“400% increase in sales and sold out” – Frog and Parrot
“Took an extra 6K over the bar – our best Sunday ever!” – Trillions
“Increased overall sales by 10 times!” – Fuel Rock Bar
Each designated party pub has been supported with official TROOPER merch and POS kits containing TROOPER banners, bunting, t-shirts and posters, badges and stickers to give away (while stocks last), together with promotion of their venues across Iron Maiden Beer’s Facebook and Twitter accounts.
Ben continues: “Beer and Maiden is a winning combination, so we wanted to make sure that TROOPER was available to everyone that wanted it; no easy feat when that’s all Iron Maiden fans – approximately 15 million of them! To do this, we looked closely at key demographics and style of the pubs to ensure the best fit. We also focussed on our current stockists of the beer to ensure we could drive further footfall into their establishments and thank them for their support of TROOPER over the last 5 years.”
“All of the arenas were contacted in the months before the tour and were happy to help us, as they understand how important this is to the fans, who can now watch their favourite band whilst enjoying a pint of TROOPER. Ultimately, the fans wanted it and we are happy to deliver the goods.”
The tour provides the perfect chance to introduce the brand to new pubs across the country and gain new listings for the beer whilst raising awareness for TROOPER which, with several awards under its belt, including winning Gold at this year’s BBI awards, has proven that it can stand on its own as a serious ale in the UK market.
As one of the biggest rock acts ever, IRON MAIDEN’s fan base spans not just across the globe but across generations; resulting in some of the most passionate and loyal fans in the world. TROOPER beer drinkers are incredibly loyal and actively seek out venues where the beer is stocked.
Robinsons Marketing Director David Bremner explains: “Looking at the customer journey, TROOPER is truly unique, it literally drives fans into their nearest pub or supermarket. Fans find the beer, take a photo, and post it on Facebook. This, in turn, drives more fans to the pub or store, who clear the shelves and post a photo of an empty shelf. And what is also unparalleled and truly remarkable here is that this has all been achieved by word of mouth and social media. It just shows that, like most things, at the end of the day, it is the quality that counts.”
Pubs stock TROOPER for many reasons. In addition to the obvious – it tastes good and it drives footfall and beer sales – pubs like the brand recognition and acceptance that comes with having TROOPER on the bar, having the tour to anchor it to helps amplify beer sales (particularly in local music venues), and finally they like the flexibility of formats offered with TROOPER; which is available in keg, cask, and bottle (330ml and 500ml).
Interested in stocking TROOPER? Please contact:
Kate.Flanagan@frederic-robinson.co.uk for Off Trade
Claire.Middleton@frederic-robinson.co.uk for On Trade
Nick.Maskrey@frederic-robinson.co.uk for Export
The Legacy Of The Beast Tour 2018 visits 6 UK cities and arenas:
Newcastle 31st July
Belfast 2nd August
Aberdeen 4th August
Manchester 6th August
Birmingham 7th August
London 10th & 11th August
For a full list of venues and pubs stocking TROOPER in association with the tour, visit Irnmdn.co/beer
For more information on where you can find TROOPER beers, check out the TROOPER Tracker: www.ironmaidenbeer.com/find-beer/troopercask
For more information on ROBINSONS BREWERY, please visit www.robinsonsbrewery.com, like them on Facebook: www.facebook.com/robinsonsbrewery, follow them on Twitter: www.twitter.com/robbiesbrewery (@robbiesbrewery) and on Instagram: www.instagram.com/robinsonsbrewery
For more information on IRON MAIDEN BEER, please visit www.ironmaidenbeer.com, like TROOPER on Facebook: www.facebook.com/ironmaidenbeer and follow TROOPER on Twitter: www.twitter.com/ironmaidenbeer (@ironmaidenbeer)