Supporters of West Ham United will soon have a dedicated matchday beer, as the Club and its official beer partner BrewDog introduce “Claret & Brew Amber Lager”. The new brew will make its debut on draft at the Bridge Two bar inside London Stadium during West Ham’s upcoming Premier League fixture against Liverpool FC on Sunday 30 November.
At 4.5 percent ABV, Claret & Brew is designed with matchdays in mind. The lager delivers a robust malt backbone, complemented by touches of citrus and a gentle floral aroma, finished with a crisp and refreshing bitterness. According to the release, the characteristics make it “ideal for matchdays,” pairing well with the atmosphere of a home game.
From 2 December, adult fans worldwide will have the opportunity to purchase a limited edition can via BrewDog’s online store. Interest registration is already open, offering fans early access to what is described as a “one of a kind brew”.
The project has had hands on involvement from former Hammers striker Carlton Cole, who reportedly visited the BrewDog brewery to help oversee the brewing process. The club legend commented on the significance of the launch:
“It was great to be involved with the making of ‘Claret & Brew’, I had to make sure to give it the West Ham seal of approval, I felt the pressure to make sure I got it right for the fans, but I knew I was the man for the job! It’s brilliant to have a dedicated West Ham United beer, and I know the Claret & Blue army will raise a Claret & Brew on Sunday at London Stadium. I look forward to pouring some pints for the fans ahead of the big game against Liverpool.”
Club Executive Director Nathan Thompson said the collaboration reflects both parties’ ambition to deliver innovative experiences for supporters. He noted BrewDog’s commitment to the fanbase, citing earlier community focused efforts such as grassroots kit donations earlier this year, and called Claret & Brew “a bespoke beer created … for West Ham United fans.” He added he looked forward to seeing fans enjoy the beer at London Stadium and to the broader release of the special edition cans.
From BrewDog’s side, Chief Operating Officer Lauren Carrol said:
“Claret & Brew has been brewed with the fans firmly in mind. A beer that honours West Ham’s colours, culture and incredible support. Collaborating with the club and Carlton Cole on something so unique has been a real privilege. We hope every Hammers fan enjoys raising a Claret & Brew as much as we enjoyed creating it.”
Claret & Brew continues a growing partnership between West Ham United and BrewDog, which previously saw the beer brand support grassroots football clubs across East London and Essex with kit donations, offer season ticket holders discounts at BrewDog bars, and host a fan event in BrewDog’s United States base during the Premier League Summer Series.
As fans gear up for Sunday’s showdown against Liverpool, the debut of Claret & Brew offers a new way to celebrate in Claret and Blue, whether on draft inside London Stadium or from a limited edition can delivered to the home.
