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.

Funny that.


Are you fodmap-compliant? The latest health fad uncovered

Forget gluten-free. Fodmaps are the latest food trend, and if you work in the soft drinks industry it is important to know where you stand with them....


Baileys and the "bellwether of naffness"

Companies are very protective of their brand image. So it is refreshing to hear Diageo's Garbhan O’Bric, the global brand director for Baileys, speak the unvarnished truth when talking about the lique...


From pixels to pilsner - how video games are moving into alcohol

Alcohol companies love a good movie tie-in. A brush with Hollywood glamour seems to give marketers the warm and fuzzies, judging by the number of deals done over the past few years. The new James Bond...


Tax Free World Association - Day three: Beam Suntory's big boat and Patron's virtual home

just-drinks is in Cannes this week at the Tax Free World Association show. Here's the second part of Andy Morton's blog, which will keep you up-to-date at one of the most important dates in the Trave...

just-drinks homepage

Forgot your password?