Wednesday, July 5, 2017

Iron Maiden Unveil New 'Hallowed' Beer Brand

Drink up because Iron Maiden has another new beer to pour. 

The veteran British heavy metal group is throwing its considerable muscle behind Hallowed, a bottled ale which is bound to flow at pubs and parties across the U.K. from October.

British family business Robinsons is brewing the Belgian style beer, which will come in limited edition 330 ml bottles with an image of the iconic mascot Eddie on the label, robed in traditional monk attire (apparently a nod to the Trappist monastic brewing tradition in Belgium).

Iron Maiden frontman Bruce Dickinson gave the drink the thumbs-up. “What makes this brew pretty special is that we’re adopting a Belgian yeast for the first time,” he says in a statement. “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.”

At  6.0% ABV, Hallowed isn’t too heavy. Though true fans will rue the missed opportunity to set its alcohol content at 6.66%.

The new beverage comes off the back of Iron Maiden’s Trooper, which has sold more than 15 million pints since it was first served back in 2013, while the band who gave us "Wasted Years" has also dabbled with limited edition beers Trooper 666 and Red ‘N’ Black.

Fans eager to sample the new drop will need to get in quick. It’ll be sold for just four months, with details to be announced in due course at the social media accounts for Iron Maiden Beer and Robinsons Brewery.

Iron Maiden is on the final, U.S. leg of their world tour in support of The Book of Souls, which peaked at No. 4 on the Billboard 200.