Iron Maiden


Iron Maiden are one of the UK’s oldest rock bands (together for 30 years) who teamed up with the UK’s oldest family owned brewery (175 years) to create award winning beers.

Bruce Dickinson is a lover of British fine ale and pubs. From a nugget of an idea to producing the first batch was just a passion project. He was hands-on with the whole process so it wasn’t a branding exercise.

It soon became evident that some strategy had to be put in place after the first batch sold out in minutes as fans clamoured to get their hands on a bottle.


Kinetic created a formal approach between Phantom Music Management and Robinsons to ensure the future success of the brand was built on solid foundations.

We organised wargaming and key international supply partners to be involved in shaping the strategy


  • A clear commercial and brand plan including brand positioning, UCCA, activation platforms, consumption/source of business, brand bible and NPD
  • Secured 2 prestigious London Route To Market listings and briefed both sales teams on TROOPER
  • Secured listings for TROOPER in legendary Groucho Club