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Partners in Crime
Mario and Timm, two friends and workmates, were unsatisfied with their jobs and took time off in 2010 to travel the world. In Australia, Timm tried beers that blew him away. In Colorado, Mario ordered "a beer" and was served a revelation. And they both wondered: Why are such beers not available in Germany?
They returned home, but not to their workplaces. Instead, they founded their own beer start-up: CREW Republic. The local brewers greeted them with skepticism. But that didn't stop them because they knew they were on to something special. They knew that while German beer was good, it could be much better. They knew it could be more creative, more interesting and more modern. They knew the revolution was coming and wanted to help shape and lead it.
And where else should you start this German craft beer revolution if not in the Bavarian capital, the metropolis of German beer brewing: Munich! So they proclaimed a new republic in the midst of a nation torn by brewing empires: the CREW Republic.
Writing its own constitution, CREW Republic was to change the German beer landscape forever right from the start with beers like DRUNKEN SAILOR IPA, against all odds and in defiance of all gloomy predictions.
Decried out of indignation, laughed at in skepticism - the local industry clearly made the most of its rejection. Germans don't drink craft beer, one predicted. German beer has evolved – endgame, one lectured. Experiments are not welcome in this country, they threatened. Craft beer is a crime, one insulted.
But CREW Republic remained steadfast. Undaunted, Mario and Timm tinkered with their own craft beer recipes with great attention to detail. CREW Republic stood and stands for honest, handcrafted, and exceptionally flavorful beers – strictly according to the German Purity Law, as a new home for anyone for whom "standard beers" aren't enough.
Brewing awesomeness
DRUNKEN SAILOR IPA hit like a grenade, several times. In Germany. In Europe. In the world. And with the acclaim of impressed critics and jurors, The Hop Grenade established itself as a hallmark of BREWING AWESOMENESS. Firmly anchored in the center of the brand logo, it testifies to the great love for hops in all its manifestations, but also to its power to transform desires and emotions into explosive flavors.
The rebellion advanced and landed hit after hit: 9x gold with the DRUNKEN SAILOR IPA, 8x gold with ROUNDHOUSE KICK, 8x gold with REST IN PEACE - beer after beer, year after year, CREW Republic won alone WORLD BEER AWARDS has now won 23 gold as well as many silver and bronze, and has already received over 100 international awards in its short history.
The highlight so far in 2020 - every brewer's dream comes true... Mario and Timm still can't believe it, but it's true. Their bestselling DRUNKEN SAILOR IPA is the world's best IPA. Achieving this incredible title at the 2020 WORLD BEER AWARDS is the result of years of hard work and persistence from the fantastic brewing team! This is real, this is BREWING AWESOMENESS, yeah!
Even Eddie reaches for The Hop Grenade
Obviously, a successful movement like this does not go unnoticed. And so it also caught the attention of Iron Maiden legend Bruce Dickinson, who presented CREW Republic with the challenge of creating a unique, excellent lager. They accepted.
What emerged was a partnership that couldn't have been more fitting. On one side, Iron Maiden: one of the most popular, influential, and uncompromising bands in the world for more than four decades. Their award-winning Trooper beer, inspired by the 1983 song "The Trooper" and developed by lead singer Bruce Dickinson, has long been a huge international success, selling well over 2013 million units since its original launch in May 35. On the other side: CREW Republic – a young, high-end, and quality-obsessed craft beer partner for the launch of TROOPER PROGRESSIVE LAGER.
Mario and Timm emphasize: "With our incredibly passionate CREW behind us (consumers, employees, retailers, and suppliers), we're all working towards a better world of beer by creating something new, modern, and more creative amidst the traditional, mainstream German beer world. We're excited and grateful to have the opportunity to work with Iron Maiden on one of the world's most popular beer brands and to contribute to it in our own unique way. With TROOPER PROGRESSIVE LAGER, we're once again defying the mainstream. It's our way of rebelling against the status quo of simple, familiar lagers. This beer is special and exactly what a lager should be: distinctive, hoppy, fresh, and exciting. Just as Bruce wanted it! Maiden have never been as big in Germany as they are now—top-charting albums and sold-out concerts are testament to that—and we simply couldn't resist the challenge of creating a special beer for their fans across Germany."
CREW Republic’s logo, The Hop Grenade, now sits in Eddie’s hand on the packaging. The first German Trooper beer is a truly exciting, sessionable 5,0% alcohol lager that combines accentuated bitterness and an intense hop aroma with light citrus notes; like everything from CREW, strictly following the German Reinheitsgebot.
Regarding the joint project and the resulting beer, Maiden frontman and, yes, global beer expert Bruce Dickinson adds: "It's been fun working with Timm, Mario, and the entire CREW Republic team, who have been so cool and ambitious from the start. I think we've brewed an epic lager that has all the qualities a good lager should have. It's fresh, bold, and distinctive in aroma and flavor, and I know our fans will love it. I'm excited to introduce it to them as we begin our European tours and our sold-out shows in their country this year. Cheers, as they say...!"
