North America (July 17, 2017) – Iron Maiden and Robinsons Brewery have announced that their latest collaboration beer HALLOWED will be released in October of this year, and is available for pre-order now.
HALLOWED is a 6% ABV Belgian-inspired ale packaged in a 330 ml bottle and available for a limited time only. The beer will only be distributed for four months, with details on where it will be available to be announced on Iron Maiden Beer and Robinsons’ social media accounts.
“What makes this brew pretty special is that we’re adopting a Belgian yeast for the first time,” said Bruce Dickinson. “I’m a big fan of Belgian beers, so I jumped at the chance to brew my own. While I get very excited about experimenting with new formulas and ingredients, the thing about Belgian beer is that it’s as much a way of life as it is a drink. We’ve tried to bottle that philosophy in HALLOWED, albeit with a British twist.”
The use of Belgian yeast within HALLOWED is a landmark occasion, as Robinsons hasn’t changed the yeast used in its beers since 1942.
“It’s all in the yeast,” says Martyn Weeks, Head Brewer at Robinsons Brewery. “Belgian yeast yields a very distinct taste and presentation. You can sniff out a Belgian beer simply from its aromas: fruity, spicy and earthy. Belgian yeasts withstand higher alcohol levels, they attenuate well and create an array of phenolics and esters… put simply, this means more flavor and I think Hallowed drinkers are in for a treat.”
The bottle art for HALLOWED will feature Iron Maiden mascot Eddie garbed in traditional monk’s robes as a tribute to the beer’s Trappist Belgian inspiration. The art follows in the footsteps of other collaborations between Iron Maiden and Robinsons. These collaborations include TROOPER, which has sold over 15 million pints since its launch in 2013, and the previous limited edition beers TROOPER 666 and RED ‘N’ BLACK.
Do you manage a restaurant, bar or retail store and are interested in carrying HALLOWED? Please contact Lanny Hoff at +1 (612) 245-5433 or by email at lanny.hoff@artisanalimports.com.
For interview opportunities with Robinsons’ Director of Marketing David Bremner or for more information about Iron Maiden’s HALLOWED and its availability for pre-order, please contact Lanny Hoff at +1 (612) 245-5433 or by email at lanny.hoff@artisanalimports.com.
About Iron Maiden: With over 90 million albums sold worldwide, Iron Maiden is considered one of the most successful heavy metal bands in history, having played over 2000 live shows internationally throughout a career spanning over four decades and dozens of chart-topping hits. Iron Maiden’s famous mascot, “Eddie”, has been a steadfast figurehead over the band’s thirty-eight albums release, including sixteen studio albums, eleven live albums, four EPs, and seven compilations. For more information on the band, their tour and beer, head to http://ironmaiden.com/.
About Robinsons Brewery: A proud family of independent brewers, Robinsons is one of the most advanced and sophisticated breweries in the UK, with a worldwide reputation for real ale. Robinsons applies decades of experience to create exciting new varieties and choices of flavor that encourage drinking excellence.
Combining original recipe heritage brews such as Old Tom (first brewed in 1899) and Unicorn (legendary since 1896) with innovative young ales such as Dizzy Blonde, Wizard and TROOPER (created with Iron Maiden) is what differentiates Robinsons… forward-thinking with the very best traditions. It’s an award-winning formula which has earned Robinsons real ale recognition for almost 180 years. Learn more at www.robinsonsbrewery.com.
# # # #