Robinsons launch new Trooper gift pack into Morrisons #Blog

Taste Cheshire
2nd December 2014

ROBINSONS BREWERY announce the launch of a NEW TROOPER GIFT TUBE; containing one 500ml bottle of award winning TROOPER ale and a branded TROOPER pint glass, available in selected Morrisons stores across the UK.

This announcement comes hot on the heels of news that after its launch 18 months ago TROOPER has broken into the top 50 branded bottled ales within UK Off Trade.

• TROOPER is growing at more than four times the average rate of the top 100 brands.
• TROOPER has enjoyed a 49% YOY increase with an additional 135,000 litres sold this year vs. last year
• This increase in volume has been driven by new listings and distribution gains over the last year as the brands weighted distribution has almost trebled from 10% to 28%.

National supermarket chain MORRISONS reported TROOPER as their fastest ever selling newly launched ale and are the first supermarket to stock the new TROOPER gift pack in circa 200 of their stores.

JOHN MORRIS, MORRISONS Beer Buyer said: “TROOPER has been phenomenally successful since MORRISONS launched it 18 months ago. As quick as we can fill the shelves, our customers are emptying them. Just under 700,000 bottles of TROOPER beer have been sold since we started stocking the product; which equates to almost 40,000 bottles per month or 1,300 bottles per day. The bottle’s label, together with the push our stores have given it, was initially the main factor in its success however we are finding customers increasingly making repeat purchases of the product which is a great credit to the beer’s taste and drinkability. We are very excited to now offer our customers the new TROOPER gift pack exclusively.”

John Robinson, Robinsons Brands Manager, commented: “TROOPER has been a remarkable success in its original format as a cask Premium British Beer in pubs and bars across the UK and indeed across the world. Anyone who loves cask beer knows how important the right glass is to the drinking experience. We hope this gift pack helps drinkers enjoy that same experience at home or indeed as the perfect gift for those beer fans in your life.”

Launched just in time for Christmas, this is the ultimate gift for beer lovers and music fans alike.

To get your hands on the new TROOPER gift tube please visit your local Morrisons or alternatively visitwww.robinsonsbrewery.com/shop to buy the gift online.

For more information on the TROOPER gift tube please contact:

• [email protected] for Off Trade and Export
• [email protected] for On Trade

For all other TROOPER updates visit www.ironmaidenbeer.com and follow IronMaidenBeer on Facebook or Twitter.