Trooper West Coast IPA brings together two passionate communities: craft beer fans and Iron Maiden fans. Have you found there’s a lot of crossover between those audiences, or are you introducing each group to something new?
There is a huge overlap between Maiden fans and craft beer (and beer in general) fans. Iron Maiden is obviously classic heavy metal, so a lot of the fans do over-index in their 40s and 50s (prime “legacy” craft beer territory, and there was a literal lol moment in one of our Beer Roadie submissions when an applicant said, “I’m in my 40s, so I hate hazies.”) But as the beer is just getting out to the trade, we are definitely seeing a little cross pollination happening – an older beer fan talking about a West Coast IPA because of the love of Iron Maiden and the beer fan giving the albums a listen on Spotify who might not have otherwise done so. It’s cool to see.
Bruce Dickinson, Lead Vocalist of Iron Maiden, was very involved throughout the brewing process. What was the most valuable piece of feedback he gave you that helped shape the final beer?
Bruce is very thoughtful with his words and his palate – he may as well be a Cicerone or certified beer judge because he really shines the spotlight on the layers and the mouthfeel. He loves to point out where the elements “strike,” similar to the way a song builds and has tension and release. Of course, the most memorable and valuable feedback to me was when he took a sip and said, “You really nailed it!” Man, I could finally calm down the flutters in my stomach with that one!
You recently said, “Beer needs to be beer now more than ever.” How does Trooper reflect that philosophy?
Trooper is beer as pure as beer can be: malt, hops, yeast, and water. No tricks. No fruit or “brewed with natural flavors” hidden somewhere in the smallest font allowable on the can. It’s just beer that’s showing up the best way it can.
Trooper West Coast IPA is launching alongside Iron Maiden’s U.S. tour. What makes this beer a must-have for retailers and consumers this summer?
The two (the band and the beer) pair wonderfully together and Iron Maiden is taking a break next year, so the time to pair is now my friends!
If you had to pair Trooper West Coast IPA with one Iron Maiden song, which would it be, and why?
As tempting and obvious as it would be to say, “The Trooper,” which is great because it captures Bruce’s range and the characteristic Iron Maiden guitar driving song, my personal pick would be 1984’s “Powerslave.” It was written by Bruce about an Egyptian Pharaoh’s obsession with immortality. I like the way the story and the melody unfolds. It’s a little more ballad-like with different parts and movements that perfectly complement the time it takes to drink a pint of Trooper, and it’s ironically relevant given that we again live in a time of extreme wealth and the seeming desire by some to live forever, but just like the Pharaohs, it’s not going to work. People see Eddie, the undead mascot, and the names of some of the songs (like “Number of the Beast”) and they sometimes make summary judgements (as famously occurred in the ‘80s) and miss how their songs contain deeper meanings or cautionary tales, often as adaptations to great literary poems and stories. It’s great stuff to crack open a Trooper and really nerd out to!