Sainsbury's teams up with Iron Maiden to boost beer sales

19 November, 2013

Iron Maiden’s Trooper ale has picked up a second supermarket listing, with Sainsbury’s joining Morrisons in stocking the 4.7% abv beer created by lead singer Bruce Dickinson.

Morrisons hailed the beer’s impact as “phenomenal” and said it became its bestselling new ale of all time after listing it in July.

The beer, which was produced by Cheshire brewery Robinsons, will now go into 300 Sainsbury’s stores.

Robinsons Managing Director Oliver Robinson said: “Establishing a new beer in the UK alone is a long and difficult process but we feel that with two national listings in two of Britain’s favourite supermarkets, and export orders with over 30 countries worldwide, in just six months, we are off to a great start.”

The brewery has just surged past the 2.5 million pint mark in global sales, in just over six months since launching.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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