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.
Heavy metal legend Bruce Dickinson - lead singer of the band Iron Maiden, for the unitiated - is clearly a man not afraid to get his hands dirty. ...
The homebrewing revival continues in the UK - and evidence has come that even the supermarket chains are taking it semi-seriously. ...
Does Pernod Ricard have something to hide? In a press conference after the release of full-year results today, only a quarter of the 100 minutes were given over to questions from journalists....
Here's a round-up of the top stories on just-drinks last week, featuring Carlsberg, Heineken, Coca-Cola Amatil, California's winelands and Cognac....
- The End of the Road for International Beer Brands?
- Allegro: The shape of things to come at Pernod?
- Comment - Another One Bites Bacardi's Dust
- Pernod Ricard's FY Performance by Region, Brand
- US craft vodka puts squeeze on Pernod's Absolut
- Mast-Jägermeister targets UK off-trade boost
- Pernod bemoans tough FY as sales, profits drop
- ASA bans Jägermeister TV ad
- Bacardi announces CFO switch
- SABMiller exec to become CFO at Beam Suntory