There certainly is a beer craze in the US with microbreweries and IPAs. I like that this is a Pilsner, I'd try it out. Also, it is worth noting that many many bands are coming out with their own official beers, it's not just the Iron Maiden types. Lots of smaller DT level bands are doing it. It it a bit odd considering they have the AA suite, but it's not that big of a deal. Metallica is mostly sober I believe yet they just released a Metallica Whiskey. Plus you have Game of Thrones inspired beers and whiskeys. This is just another promotional thing and like I said, I'd try it out. Would be cool if they had it on tap at concerts.