Iron Maiden launched its latest collaboration beer HALLOWED in the U.S. to explosive sales and thunderous acclaim. The brew was celebrated with a kick-off party at Coral Springs, Florida’s Rock N Roll Ribs, a restaurant which is co-owned by Maiden drummer Nicko McBrain and his longtime friend, Mitch Tanne.
“We were very excited to kick off Iron Maiden’s new beer HALLOWED here in the U.S. at Rock N Roll Ribs,” said McBrain. “Hallowed is a Belgian influenced beer that is lighter in texture and taste than its counterparts TROOPER, 666 and Red & Black. The yeast also lends to a higher ABV.”
The celebration included prizes and surprises, including a performance from McBrain and Tanne, an inspired guitarist, playing a rendition of the Iron Maiden song “Hallowed Be Thy Name,” with two for one-priced HALLOWED beers during the song.
HALLOWED is a 6% ABV ale packaged in a 330 ml bottle and available for a limited-time only. The beer will only be distributed for four months, with details on where it will be available being announced on the following social accounts:
“What makes this brew pretty special is that we’re adopting a Belgian yeast for the first time,” said Bruce Dickinson. “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.”
The use of Belgian yeast within HALLOWED is a landmark occasion, as Robinsons hasn’t changed the yeast used in its beers since 1942. The yeast will also lend itself to a higher ABV than found in previous Iron Maiden beers.
“It’s all in the yeast,” says Martyn Weeks, Head Brewer at Robinsons Brewery. “Belgian yeast yields a very distinct taste and presentation. You can sniff out a Belgian beer simply from its aromas: fruity, spicy and earthy. Belgian yeasts withstand higher alcohol levels, they attenuate well and create an array of phenolics and esters… put simply, this means more flavor and I think Hallowed drinkers are in for a treat.”
The bottle art for HALLOWED features Iron Maiden mascot Eddie garbed in traditional monk’s robes as a tribute to the beer’s Trappist Belgian inspiration. The art follows in the footsteps of other collaborations between Iron Maiden and Robinsons. These collaborations include TROOPER, which has sold over 15 million pints since its launch in 2013, and the previous limited-edition beers TROOPER 666 and RED ‘N’ BLACK.
Photos courtesy of Real Memories.
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