West Ham United and BrewDog, the club’s official beer partner, have launched Boleyn Brew, a beer developed with supporters that the two describe as one of the first fan-created beers in club football.
A diverse group of West Ham supporters worked with BrewDog to shape the beer’s flavour, taste profile, style and storytelling, with the aim of reflecting the loyalty and passion of the club’s fans around the world.
A list of possible names was drawn up following the initial fan consultations, and supporters voted for Boleyn Brew in a nod to the Boleyn Ground, the club’s former home, and the memories it holds for generations of fans.
“I wanted to get involved because West Ham gets under your skin. It’s not just the football, it’s the people, the memories, the laughs, the bad days, the great days and everything that comes with being a Hammer. Being part of the filming was brilliant and it felt like the supporters were genuinely part of creating something from the start.
Simon Fell, West Ham United supporter
Boleyn Brew feels properly West Ham, light, easy drinking, full of character and with the old Boleyn Gates on the design, it has a real link back to where so many of our memories were made. It’s a beer for West Ham people, and I’m proud to have played a small part in it. Our club, Our memories, Our beer. COYI”
The beer is a 4.5% oat lager with notes of tropical fruit and citrus over a smooth, bready lager base. It was developed around the themes of history, heritage and unpretentious character that supporters highlighted throughout the process.
Former West Ham United player Carlton Cole joined the supporters and helped lead the conversation during the consultations, having previously been the face of the club’s earlier BrewDog beer.
“Having been involved in the creation of Claret & Brew last season, I wanted to share my expertise in supporting our fans to make a beer they could truly call their own. Boleyn Brew is a beer that does just that, it shows the passion, loyalty and character of West Ham United fans, I can’t wait to raise a pint of our beer at London Stadium this weekend!”
Carlton Cole, former West Ham United player
Boleyn Brew will make its matchday debut at London Stadium on Saturday 24 October, when West Ham United host Southampton.
“As a football fan and more importantly, a West Ham fan who enjoys a pint on matchday, the chance to help develop a matchday brew was too good an opportunity to miss. Having a drink at the game with family, friends and fellow fans, talking about the players and the upcoming match, is part of the ritual so a beer made for West Ham fans by West Ham fans with BrewDog makes it that bit more special.”
Elaine Hopkinson, West Ham United supporter
“Boleyn Brew is a great name – direct, proud and rooted in our heritage – and the can design capturing the iconic elements of the ground is perfect.”
Elaine Hopkinson, West Ham United supporter
Supporters will be able to buy the beer at the BrewDog bar near Bridge 2 and at the BrewDog in the heart of London Stadium, while cans went on sale on BrewDog’s website on 21 October.
Boleyn Brew follows Claret & Brew, the West Ham United and BrewDog beer that launched in November 2025 and which the partners say sold out within hours.
“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. 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 matchday’s and throughout the season.”
David Chaplin, Director of Commercial Strategy, West Ham United
“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 matchday 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.”
Stuart Harrison, Chief Sales Officer, BrewDog
West Ham United said it would continue to work with BrewDog on further activations and products for supporters on matchdays and throughout the season.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
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