Getting Ready for “Eddie”

(Eddie is the mascot for Iron Maiden)


Artisanal Imports is the exclusive US Importer for a variety of award-winning beers, one of which is iconic heavy metal band IRON MAIDEN’s Trooper, produced by Robinson’s Brewery in the UK.

In 2022, IRON MAIDEN set out on a world tour and were coming to the United States – a ripe opportunity for Artisanal to build a marketing and sales program to sell more Trooper Beer.

In addition to helping Artisanal build new sell sheets for limited releases and commemorative box sets, Bolide Communications put together a variety of point of sale materials and other assets to entice bars to join the “Bar Alliance.”

POS Materials Created

A Website Built Specifically for American Audiences

Bolide Communications built a new brand platform for Trooper Beer – a website that provides information about the beers available in the United States, and most importantly – a beer finder to help fans locate the beer near them.

In addition, we used the website to list all the events and activities taking place surrounding key tour stops in the USA so fans can easily find where to celebrate before and after the concert.

  • Detailed information about the beers available in the United States
  • Easy beer finder navigation tied to VIP data
  • On-brand visuals to carry through the IRON MAIDEN experience
  • Featured events surrounding the “Legacy of the Beast” Tour