Blog: Iron Maiden rocked by Sweden's alcohol rules
James Wilmore | 14 May 2013
When you're one of the most successful heavy metal bands in history, with nearly 9m Facebook fans, you can probably cope with the odd setback.
Last week, Iron Maiden launched their own ale - Trooper - brewed by Cheshire-based family brewer Robinsons. According to beer writer Marverine Cole, the brewery has secured pre-orders from a whopping 184 countries, while Robinsons has been forced to move to a six-day week to meet demand.
But, the brew (4.8% abv in cask, 4.7% in bottled format) has hit a stumbling block in Sweden. The country's state-run liquor store monopoly, Systembolaget, has aborted the launch of Trooper in its outlets over fears the skull and crossbones on the label does not adhere to the country's alcohol laws, it has been reported.
Will the private-jet travelling hellraisers be forced to change the label? Or, will they abandon selling the beer in Sweden?
Strangely, I don't remember this kind of kerfuffle when indie epic-balladeers Elbow launched their beer, Build a Rocket Boys, with Robinsons in 2011.
The UK health lobby is always very vocal on alcohol at this time of year, predictably so, and this year is no different. ...
“Ah, yes, you've hit upon a very sensitive area,” says Thomas, my guide at the Carlsberg Brewery in Copenhagen last Friday....
Experimentation has long been a watchword in the Scotch whisky industry. It is what has given consumers the huge range of ageing options, from refill hogsheads to virgin oak to Sherry butts....
Advertising can be a strange beast. ...
- Comment - The Appeal and Perils of Craft
- Review of the Year 2014 - Part IV: Spirits
- Time is Right for Refresco Gerber Exit
- Sustainability in Wine - Part I
- just the Ten - Top News Stories of 2014
- Belvédère to sell assets, streamline portfolio
- Belvedere vodka tie-up over new James Bond film
- Diageo ups focus on China with Mortlach roll-out
- Brown-Forman eyeing Scotch, Irish whisk(e)y entry?
- Diageo rolls out Beckham's Haig Club to US
- Global vodka insights - market forecasts, product innovation and consumer trends research
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends research
- The IWSR Forecast Report - 2014-2019 Global Review
- Global Tequila Market 2014-2018
- Global market review of non-Scotch whiskies – forecasts to 2018