West Ham United and BrewDog have launched Boleyn Brew, a fan-created beer that will make its official matchday debut this Saturday. The 4.5% Oat Lager, named after the club's former Boleyn Ground, is the result of a supporter consultation process and will be available when West Ham host Southampton at London Stadium.
A beer made by Hammers
The partnership, which began in summer 2025, saw supporters help shape the beer's flavour, name, and storytelling. A fan vote settled on the name Boleyn Brew, with the can design featuring the iconic Boleyn Gates. Former player Carlton Cole was involved in the tasting and consultation process, bringing his experience from last season's Claret & Brew project.
“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,” Cole said. “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!”
Supporter Simon Fell, involved from the start, highlighted the club's deep emotional pull. “I wanted to get involved because West Ham gets under your skin,” Fell said. “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.”
Matchday debut for Southampton visit
The launch coincides with a key home fixture for David Moyes's side, who sit second in the Championship with 22 points from 11 games. They are just one point behind leaders Swansea City following a 1-0 away win last weekend. The Hammers will look to continue their strong home form against Southampton, a side they beat 4-1 away in August. Limited-edition cans of Boleyn Brew are available to buy online now.
David Chaplin, West Ham United's Director of Commercial Strategy, said the project strengthens the bond between the club and its supporters. The beer, with tropical fruit and citrus notes, is brewed specifically for matchday and reflects the club's history and unpretentious character. The partnership with BrewDog, the club's Official Beer Partner, aims to deepen fan engagement on matchdays and beyond.
First reported at fcbusiness.co.uk
