Robinsons Brewery’s Iron Maiden Hallowed
Category – Beer, Belgian-style 6% abv
Available – For four months from October
Location – Global
The UK’s Robinsons Brewery has extended its partnership with Iron Maiden by adding a limited-edition Belgian-style ale to the heavy metal band’s on-trade portfolio.
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Hallowed was designed by Iron Maiden vocalist Bruce Dickinson, who helped create the other beers in the range, Trooper and Red ‘N’ Black Porter. It is one of the first beers to be brewed by Robinsons that uses Belgian yeast.
Dickinson said: “What makes this brew pretty special is that we’re adopting a Belgian yeast for the first time. 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 label on the new product pays tribute to Belgian beer, presenting Iron Maiden’s mascot Eddie robed in traditional Trappist monk’s clothing.
Robinsons first teamed up with Iron Maiden for Trooper in May 2013. Since then, the beer has sold more than 15m pints.