According to The Drinks Business, Robinsons Brewery has announced the production of the one millionth pint of IRON MAIDEN's Trooper beer. The brewery said the mark had been reached six months ahead of schedule — just eight weeks after Trooper was launched.
This equates to over 20,000 pints of the beer being drunk every day since its launch on May 9.
Robinsons' managing director Oliver Robinson said: "We are amazed to reach this mark in such a short time, a million pints already is way ahead of all rational expectations, and are grateful for the support we have had from the retailers, MAIDEN fans, real ale enthusiasts, our distributors and the beer trade generally as they were so quick to catch on to the genuine and unique quality of this beer.
"This is a great showcase for our new brew house and demonstrates the sorts of volumes it is capable of producing. It's very exciting to observe Trooper as it expands across Britain and then, we fully expect, internationally. It is easily the fastest-selling new beer Robinsons have ever had, and quite possibly anyone else too."
U.K. national supermarket chain Morrissons recently revealed that Trooper was its fastest-ever-selling newly launched ale, with sales exceeding expectations tenfold.
Mark Land, Morrisons ales buyer, said: "Trooper has been phenomenally successful since Morrisons launched it four weeks ago. The bottle's label has definitely been a huge factor in its success as has the push our stores have given it."
Robinsons marketing director David Bremner added: "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 drives more fans to the store who clear the shelves and post a photo of an empty shelf. People are driving miles to pubs to sample the draught which is rolling out across the country in a remarkably quick time. The publicans are finding the positive reaction to the beer is creating a lot of demand from their regulars. And what is also unparalleled and truly remarkable here is that this has all been achieved by word of mouth and online. It just shows that, like most things, at the end of the day, it is the quality that counts."
Last year, Robinsons produced 13.3 million pints of beer in total. If the first eight weeks of production and sales of Trooper are anything to go by, the Cheshire family brewers could quite possibly double the volume of beer they produce in a year.
David continued: "No one has ever launched a beer in the U.K. with this much potential. The demand continues to expand as whenever people taste it, they just want more. This is purely down to the quality of the ale and the great taste. The 'problem' we have is forecasting quantities for production of Trooper, but what a great challenge to have. On top of that, we have had interest and enquiries for Trooper from 184 countries and together with Sovereign, our international distributor, we are currently planning Trooper's worldwide expansion and dealing with the import/export bureaucracy. MAIDEN's global following is immense and in all corners of the planet so we are focusing on the wonderful opportunity of making this a global beer, which would be a truly remarkable feat for a genuine British ale."