Iron Maiden frontman launches beer


Bruce Dickinson

Iron Maiden frontman, Bruce Dickinson has added to his eclectic list of pursuits by launching his own beer. The Iron Maiden beer is called Trooper - after one of the band's songs - and will be launched on 9 May.

But why has he done it, and will it be a success?

The beer

The beer is the result of a collaboration between Iron Maiden and Stockport brewery Robinsons. It is a traditional cask beer, which the brewer describes as having 'true depth of character and flavour'. It is 4.7% alcohol, and features the band's mascot Eddie on the label.

Bruce Dickinson said: "I'm a lifelong fan of traditional English ale; I thought I'd died and gone to heaven when we were asked to create our own beer. I have to say that I was very nervous: Robinsons are the only people I have had to audition for in 30 years. Their magic has been to create the alchemical wedding of flavour and texture that is Trooper. I love it."

It's another string to Dickinson's bow - to add to the fact he is an Olympic-standard fencer (who was once asked to join the British team), an airline pilot (who once ran his own airline), a novelist, the man behind an aircraft maintenance business Cardiff Aviation, and he's off on another grueling world tour.

Will it sell?

So far it looks like it's set to be a massive success. According to the Daily Mail stores in 100 countries are stocking the beer, and 300,000 pints have been pre-ordered. Meanwhile, the Telegraph reports that the brewery has had to start operating six days a week - and doubled production.

It wouldn't be the first time a musician has hit the high notes with a commercial spin-off.
Perhaps the most famous is Dr Dre, the American rapper and producer who has had enormous success with his Beats headphones - launched in 2006. He sold 51% of the brand to HTC for a reported $300 million, and his share of the profit was $100 million. It made him America's 26th richest celebrity last year - according to Forbes.

Then there's Britney Spears and her incredible perfumery success - with fragrances including Elizabeth Arden's Curious, Fantasy, Believe, Radiance - and any number of spin-offs from each fragrance. She is said to have sold more than a billions bottles of perfume worldwide.

There are also a number of musicians who have put their names to alcoholic beverages. Perhaps the most unexpected is Marilyn Manson's Mansinthe - his brand of absinthe, or Pharrell William's Qream - a fruity cream liqueur which is apparently not only a drink but a useful cupcake ingredient

So will Trooper join the heady heights of Beats, or find a quirkier kind of success like Qream? What do you think?

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