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.




Bookmark this


Site Search

COMMENT

Richard Hemming MW asks: what’s the next step for indies?

In the not-too-distant future, when all humans are born with inbuilt VR headsets and Trump is Supreme Commander of the Known Universe, how will students of wine look back on the present era of retail in the UK? And, in such a dystopian world, why would anyone care?

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter