West Ham United and its Official Beer Partner, BrewDog have teamed up to launch Boleyn Brew – a one-of-a-kind collaboration which sees one of the first Club beers ever made by supporters.
The collaboration combined BrewDog’s expertise and put the Hammers faithful at its heart – a diverse group of supporters helped shape the flavour, taste profiling, type of beer and storytelling. They ensured that the finished product reflected the character of the loyalty and passion of Hammers around the world.
With a list of names for the beer put together following the initial fan consultations, the Claret & Blue army voted for the beer to be named Boleyn Brew in a nod to West Ham United’s proud heritage and the emotions, people and memories the Boleyn Ground represents to generations of supporters.
The beer itself was created around the themes of history, heritage and unpretentious character that supporters highlighted throughout the process. The 4.5% Oat Lager, brings notes of tropical fruit, citrus and a smooth, bready lager base.
Supporters were joined by West Ham United legend Carlton Cole, who helped lead the conversation and keep spirits high throughout the consultation process. He even shared his brewing expertise having been the face of Claret & Brew which launched in November 2025.
Boleyn Brew will make its official matchday debut at London Stadium this Saturday (24 October), when West Ham United take on Southampton. Supporters will be able to get their first pint of the fan-created beer from the BrewDog near Bridge 2, as well as the BrewDog in the heart of London Stadium, with Boleyn Brew also available to purchase as a can online.
“We’re proud of the way BrewDog has put our fans at the heart of the partnership and the launch of Boleyn Brew epitomises their commitment to our supporters,” commented David Chaplin, director of commercial strategy at West Ham United. “It’s been great to see the engagement, energy and passion our fans have shown to create Boleyn Brew which is a beer the West Ham family can be proud of. We’re excited to launch and continue to work with BrewDog on activations and products that engage our fan base on match days and throughout the season.”
Stuart Harrison, chief sales officer at BrewDog, continued: “At BrewDog, we believe the best beers are built with the people who drink them. Boleyn Brew is exactly that: a beer shaped by West Ham fans from the first tasting conversation to the name on the can. It captures what makes this club special – heritage, passion, loyalty and a brilliant match day atmosphere – and it is the kind of fan-first partnership we are proud to bring to life. We cannot wait to pour the first pints at London Stadium this weekend.”
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