Iron Maiden singer Bruce Dickinson to launch a new limited-edition beer
Iron Maiden frontman Bruce Dickinson will launch a new limited-edition beer, which is “somewhere between a stout and a porter”, at the end of 2016. The singer has just completed tastings for the brew.
While this new beer is yet to get a name, it will most likely be based on one of Maiden’s song titles. The beer will be devised by Dickinson in a joint venture partnership between the band and Robinsons, a privately-owned Cheshire brewery, which in the past has produced beer for rock band, Elbow.
IBT reports Dave Shack, managing director of Phantom Music Management, which takes care of Iron Maiden, said the plan was to launch one new seasonal or limited-edition ale every year with the intention to identifying a second permanent beer, which can be placed alongside its established Trooper brand.
“This isn’t a cash grab. This isn’t about making millions of pounds from beer. This is about making a quality product that corroborates the band’s position as a great British export and a very proud British institution,” Shack added.
Iron Maiden, which launched its beer in May 2013, had two brands — Trooper and Trooper 666. In 2015, it produced 4.3 million pints of Trooper, up 28.5% from 2014, and 600,000 pints of Trooper 666. These 2 brands together constitute more than 50% of Robinsons’ volumes.