According to The Publican's Morning Advertiser, IRON MAIDEN's Trooper beer has sold 3.5 million pints since its launch in May 2013 without its brewer, Robinsons, spending a penny on marketing.
I don't drink mainstream standard lager," IRON MAIDEN singer Bruce Dickinson told beer writer Pete Brown last year. "If I was thirsty in a pub with no real ale, I'd rather have a lime and soda. But anyway, we haven’t positioned Trooper as a beer from a metal band — it’s a brand of beer brewed by Robinsons that we’ve developed with them. They've had six generations of brewers there, they've got some highly respected beers, and what they don’t want is a bunch of rock stars coming up and duffing up their reputation, because they’re still going to be there in another two or three generations."
He added: "I'm a big Belgian beer fan as well. I love the Trappist beers — they have such a great tradition over there. Their beers are unique as well, like our real ales. I just hate bland beers. I can't stand Budweiser. They're the Great Satan, and they’re trying to shut down one of my favourite Czech breweries. There’s something I instinctively dislike about Budweiser. I won't have it in the dressing room when we're touring."