Click through to view the ad for Robinsons Trooper beer

Click through to view the ad for Robinsons' Trooper beer

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Family-owned Robinsons Brewery has launched the first London billboard campaign in its 175-year history – to advertise Iron Maiden ale Trooper.

The ale, brewed by Robinsons in Cheshire and launched in May by the heavy metal band, features alongside band and brand mascot Eddie on 20ft-by-10ft billboards across London and the south-east of England.

Meanwhile, Trooper has secured a listing in 267 Sainsbury’s stores across the UK, alongside its earlier listing at rival supermarket Morrisons.

Brand manager John Robinson said the new campaign signified the company’s growth in the south of England, adding: “Trooper has really opened up doors for Robinsons over the past six months since its launch.

“It has increased trade domestically and opened up brand new international export routes for the first time.”

According to reports in May, Robinsons secured pre-orders from 184 countries for Trooper, leading the company to move to a six-day week to meet demand.

However, it ran into trouble with Swedish alcohol monopoly Systembolaget over fears that the label’s depiction of Eddie’s skull-like features did not adhere to the country’s alcohol laws.