Robinsons Brewery has announced that more than 1 million pints of Trooper have now been exported around the world.
Given that the beer was only launched in the UK five months ago and only made available to the USA and most other countries less than two months ago, this is a remarkable accomplishment for the Cheshire family brewer and takes the total number of Trooper pints sold globally to more than 2 million pints.
Robinsons managing director (beer division), Oliver Robinson, said: “The beer itself is fantastic in terms of quality and taste, hence repeat purchases are high, but we are astonished to reach this second millionth mark in less than six months. To add to this, we have discovered that Trooper is driving the sales of cask ale across the board.
“Within our Robinsons estate, beer sales of the pubs that have listed Trooper are actually 8% ahead of those which have not. This is a beer that not only drives customers into pubs, it also drives the sales of our other brands. There are not many beers in the world that can do that. Establishing a new beer in the UK and globally is a long and difficult process, but we feel we are off to a great start.”
At home, Trooper now has listings in many of the major pub chains including Punch, Spirit, Coors and Wetherspoons as well as the major wholesalers. Heineken has elevated Trooper from a temporary seasonal listing to a permanent listing for the whole of the UK for free trade accounts.
Abroad, expansion continues in Europe with Trooper the number best selling ale in Sweden, fast chasing down Newcastle Brown Ale which is currently number one there. Further afield, New Zealand is preparing to take its first shipment, and Trooper has just landed in Canada for the first time. Brazil alone has ordered almost 84,000 pints since May, when the first two shipments to arrive there sold out immediately.
Ruth Evans MBE, chief executive of the Brewing, Food & Beverage Industry Suppliers’ Association, director of Brewing Technology Services Limited, and organiser of the oldest international brewing awards in the world, agrees that Trooper is providing a great profile for British beer all around the world.
She said: “It is great to see such a successful launch of a British beer with the internationally famous British band Iron Maiden into the export arena. With distribution into 30 countries in eight weeks and over 1 million bottles sold overseas in the same period, we are confident that Trooper is the most successful launch of an English ale in recent years and will be sure to help raise the overall profile of British beers in export.”
With its focus firmly on taste and easy drinking, Trooper was personally designed and developed as a top quality premium British beer by Iron Maiden frontman and real ale enthusiast Bruce Dickinson, with Robinsons’ head brewer, Martyn Weeks.
SIBA chairman, Keith Bott, said: ”There’s no doubt that a beer like Trooper with Robinsons is great for British beer exports generally. There have been 1 million pints sold abroad to date and the way things are going this will multiply.
“Because the beer is directed at Iron Maiden fans worldwide, it stands to reason that we have a fair proportion trying British beers for the first time and, if they like what they taste, then that can only be good for other British brewers. In recent years new world craft beers have done increasingly well in world beer competitions and this is the sort of beer that can fight back.”
To add to this success, Robinsons Brewery has been named beer champion 2013 at the British Beer and Pub Association trade awards.
This blog post is no originally by Wobbly Wallet but appeared on Beer Today http://beertoday.co.uk/trooper-export-success-1013/