Light Brigade charges into Morrisons

Monday 26 February 2018

Following the New Year announcement that British rock legends Iron Maiden and independent family brewers Robinsons have teamed up to create a special beer in support of Help for Heroes; Light Brigade, a unique golden English ale, is now available online and in Morrisons stores nationwide.

Commenting on the new collaboration, Oliver Robinson, Robinsons’ Managing Director (beer division), said: “We’re delighted that Morrisons is getting behind this beer from the word go. With 5p of each bottle sold and 6p in every pint being donated directly to the Charity, whose cause is truly exceptional, this initiative gives new meaning to responsible drinking. We are enormously proud to be associated with Help for Heroes and to be helping make a tangible difference.”

The collaboration between Iron Maiden, Robinsons and Help for Heroes is a natural fit: Bruce Dickinson, Iron Maiden’s vocalist, loves his real ale, has a well-known interest in British military history and is a supporter of Help for Heroes and Robinsons Brewery is one of Britain’s most established and respected independent family-owned brewers with 180 years’ brewing experience.

Mel Waters, CEO of Help for Heroes said: “We are thrilled that Bruce Dickinson has developed a new beer under the Trooper brand with Robinsons. I am sure that Light Brigade will prove to be very popular and raise significant funds, enabling us to empower more Veterans to reach their potential and regain their purpose. This is an incredibly exciting new partnership and we are delighted to see Light Brigade now ready for general sale in-store.”

In keeping with the Trooper brand, band mascot Eddie is featured on the bottle label on horseback in a uniform that was worn by the British cavalry at The Charge of the Light Brigade, which took place in 1854 at the Battle of Balaclava in the Crimean War.

Bruce Dickinson comments: “We hope that beer, music and history fans alike will enjoy Light Brigade and will simultaneously raise a glass or two to our Veterans. I am incredibly proud of our association with Help for Heroes and of the new beer we have developed for them with Robinsons. As an authentic English Golden Ale, Light Brigade is full of body and flavour, just as you’d expect from us!”

In addition to brewing the beer, Robinsons will also be organising a calendar of charity events across their 280-strong pub estate, including taking part in Help for Heroes  563km Big Battlefield Bike Ride which will travel through historic battlefields and commemorate 100 years since the end of the Great War.

Light Brigade, with a 4.1% ABV, will also be produced on a long-term basis, differentiating it from the other limited edition Trooper beers.  

LIGHT BRIGADE is now available to purchase nationwide in 270 Morrisons stores as well as online at www.robinsonsbrewery.com with plans already in place to roll out nationally.

READ MORE about the partnership with Iron Maiden and Robinsons here.

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