Blog: Sweden says Iron Maiden's Trooper is super after all
James Wilmore | 29 May 2013
It was hardly a matter of life and death, but Iron Maiden have broken through the final frontier. Yes, Trooper ale has been allowed to land in Sweden.
After (probably) tense negotiations, and a few quick clicks of the zoom button, officials at Sweden's state-run liquor store monopoly, Systembolaget, have embraced their inner metaller by giving the go-ahead. Bottles of the 4.7% beer will be available in Sweden from the end of June.
Apparently, due to Swedish laws, drink labels in the Scandinavian country are banned from featuring "elements of war, weapons or aggression". So, instead, Trooper's label just features a close-up of the band's mascot Eddie, aka Eddie the Head.
Still quite an aggressive looking chap, if you ask me, but there you go.
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