Iron Maiden and longterm business partners Robinsons have today (January 10) unveiled a new ale named Light Brigade in support of Help For Heroes, the British charity that provides recovery and support for the Armed Forces community whose lives are affected by their service.
Light Brigade is a unique golden English ale with a 4.1% ABV, and 6p of each pint and 5p of each bottle sold will be donated to help the thousands of Servicemen and women who live with complex wounds and injuries – both physical and mental. It will also be produced on a long-term basis, differentiating it from the other limited edition Trooper beers: 666, Red ‘N Black, and Hallowed.
As with previous incarnations of Iron Maiden/Robinson’s Trooper range of beers – which is part of Maiden’s extensive merch empire which includes collectible t-shirts, comics and computer games - the ale was created by Robinsons’ head brewer, Martyn Weeks, and Iron Maiden lead vocalist and ale aficionado, Bruce Dickinson. A final tasting and approval took place at Help For Heroes’ Tedworth House Recovery Centre in Wiltshire, last Autumn.
Speaking about Light Brigade, Bruce Dickinson said: “We are very proud to have been asked to get involved. I have been an instructor on several of British Airways’ flight simulator ‘Flying Heroes’ days for Help For Heroes Veterans, so I know the charity and the work that they do well. Light Brigade is our interpretation of a golden ale that maintains the elements of strength and character that are the essence of Trooper but at a more sessionable level. In fact, the two beers complement each other very well."
Beth Miles, director of marketing and fundraising at Help For Heroes added: “We are thrilled that Bruce Dickinson has developed a new beer for us under the Trooper brand with Robinsons. We are sure that Light Brigade will have a very popular appeal and raise significant funds, enabling Help For Heroes to empower more Veterans to reach their potential and regain their purpose. This is the beginning of a partnership which we hope will see Trooper fans and Robinsons customers join The Force for Good campaign to support the thousands whose lives have been affected by their service.”
Martyn Weeks commented: “Bruce and I were recently invited to visit Help For Heroes in Wiltshire, where we had a tour of the incredible recovery facilities there and met some of the Veterans. We were both hugely impressed with the work they are doing and launching a new beer in support of this Charity is, we believe, a great way to raise money and awareness for this very worthy cause. Robinsons will also be supporting the Charity through fundraising in our pub estate.”
Subscribers can read our in-depth 2017 interviews with Bruce Dickinson and Phantom Management’s Rod Smallwood and Dave Shack.
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