General News

Iron Maiden's beer label finally approved in Sweden

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May 27, 2013 | 10:55am EDT

Iron Maiden's own brand of beer will finally hit stores in Sweden in June (13) after the rockers modified the product's label to abide by the country's strict alcohol codes. Sales of the group's new Trooper ale were halted in government-owned liquor stores Systembolaget earlier this month (May13) due to the war-related imagery on its label, which featured a picture of Iron Maiden's skeletal mascot Eddie the Head brandishing a large weapon. The band went back to the drawing board to come up with a more suitable design, and now the image has been approved by officials. A statement from U.K. brewer Robinsons reads, "Due to local Swedish government alcohol and marketing laws, which do not allow elements of war, weapons or aggression to be featured on alcoholic product, we were unable to sell Trooper beer to our fans in Sweden unless we modified the label artwork (sic). "We amended the label by simply focusing purely on Eddie's face and are now very pleased to advise that the new label, currently exclusive to Sweden, has now been approved... Trooper will be also listed at restaurants and pubs all over Sweden." The heavy metal stars' beer, named after their hit 1983 song The Trooper, has proven popular around the world - Robinsons recently stepped up production to six days a week to meet demand from more than 150 countries.

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