West Ham supporters have helped create a beer specially brewed for matchdays.
West Ham United supporters have teamed up with BrewDog to create Boleyn Brew, a matchday lager inspired by the club’s heritage and brewed with input from the Hammers faithful.
Launched at London Stadium this Saturday as West Ham face Southampton, the 4.5 per cent oat lager makes its debut.
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Stuart Harrison, chief sales officer at BrewDog, said: "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."
The beer, described as easy-drinking and full of character, features tropical fruit and citrus notes on a smooth, bready lager base. Fans were involved in every stage of development, from flavour profile and branding to the final name.
A shortlist of names was produced through fan consultations, with supporters ultimately choosing Boleyn Brew – a tribute to the Boleyn Ground, West Ham’s former home, and the memories that continue to unite fans.
The can design features the iconic Boleyn Gates, further anchoring the beer in the club’s history.
Former West Ham striker Carlton Cole played a key role in the consultation process, helping to guide the conversations and tasting sessions.
Mr Cole said: "After being part of Claret & Brew last season, I loved seeing the fans take this one even further and make a beer they can truly call their own. Boleyn Brew has the heart, loyalty and character of West Ham all over it. It is made by Hammers, for Hammers, and I cannot wait to raise a pint of our beer at London Stadium this weekend."
Fans who took part in the creation process have described it as a proud and personal project.
Simon Fell, a West Ham supporter involved from the start, said: "West Ham gets under your skin. It is the football, the people, the memories, the laughs, the tough days, the brilliant days and everything that comes with being a Hammer. From the start, it felt like supporters were genuinely part of creating something that belongs to us.
"Boleyn Brew feels properly West Ham: light, easy drinking, full of character and rooted in our history through the Boleyn Gates on the can. It is a beer for West Ham people, and I am proud to have played a small part in it. Our club, our memories, our beer. COYI!"
Another fan, Elaine Hopkinson, highlighted the significance of the matchday ritual.
She said: "A pint on matchday is part of the ritual – meeting family, friends and fellow fans, talking about the team and feeling that build-up before kick-off. To help create a beer made for West Ham fans by West Ham fans with BrewDog made it even more special. Boleyn Brew is a brilliant name: direct, proud and rooted in our heritage. The can design captures those iconic elements of the old ground perfectly."
West Ham United’s director of commercial strategy, David Chaplin, praised the collaboration and the final product.
Mr Chaplin said: "BrewDog has put our supporters at the heart of this partnership, and Boleyn Brew is a brilliant example of what that can create. The engagement, energy and passion from our fans has been fantastic to see, and the final beer is something the West Ham family can be proud of. We are excited to launch it at London Stadium and continue working with BrewDog on experiences, activations and products that bring supporters closer to the club on matchdays and throughout the season."
Boleyn Brew is the latest project from the BrewDog and West Ham United partnership, which began in summer 2025.
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