Iron Maiden have unveiled a new video introducing their latest beer Hallowed.
Available to buy from this month for a limited period of four months only, the new beer follows in the footsteps of their flagship Trooper ale, which has sold over 15 million pints since its launch in 2013, and previous limited-edition beers Trooper 666 and Red ‘N’ Black.
Starting in late 2016, the 10-minute video opens with Bruce Dickinson standing outside Robinsons Brewery in Stockport before he heads inside for an extensive tasting session with Head Brewer Martyn Weeks.
It then cuts forward six months to 21st April 2017 - the eve of Iron Maiden’s Book of Souls World Tour show at Antwerp’s Sportpaleis in Belgium – and Bruce introduces and samples the finished product.
Taking its name from Iron Maiden’s seminal 1982 anthem, Hallowed is a devilishly strong 6.0% Belgian Style beer that comes in a 330ml bottle.
“What makes this brew pretty special is that we’re adopting a Belgian yeast for the first time. I’m a big fan of Belgian beers, so I jumped at the chance to brew my own,” explains Bruce.
“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.”
Martyn Weeks adds: “It’s all in the yeast. 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 flavour and I think Hallowed drinkers are in for a treat.”
The aesthetically pleasing label depicts Eddie The Head in traditional monk’s clothing (while ominously clutching a noose) in homage to the Trappist monastic brewing tradition in Belgium.