A family-run brewery in Stockport has moved to an unprecedented six-day week to meet a stampede of demand from its newest customer base – Iron Maiden fans.
Five months ago the brewery, best known for its 'Old Tom' strong ale, couldn't believe its luck when it was approached by the British heavy metal veterans to collaborate on a new tipple.
'Trooper', an Iron-Maiden designed real ale, will not launch until next month but already 300,000 pints have been pre-ordered by avid fans around the world and retailers from more than 100 countries have applied to stock it.
"For the first time in our history we’re brewing three times a day and six days a week," said David Bremner, marketing director at 175-year-old brewer Robinsons. That's more than double the normal two batches a day, four days a week brewing schedule.
The top-secret project was revealed to fans in March through a post on Iron Maiden's Facebook page and within three hours Trooper became the third most followed beer on Facebook with 22,000 fans. It now has more than 42,000 'likes' on the social networking site.
"I’ve never known anything like it for a band's following globally," said Mr Bremner, who added that Robinsons has spent nothing on marketing the beer.
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