BrewDog and West Ham United launch fan-created Boleyn Brew beer

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BrewDog has partnered with West Ham United Football Club to launch Boleyn Brew, a new fan-created beer developed in collaboration with the club's supporters.

The 4.5% ABV oat lager was created through fan consultations, with West Ham supporters involved in shaping its flavour profile, name, branding and packaging.

Featuring tropical fruit and citrus notes against a smooth, bready lager base, Boleyn Brew has been designed as an easy-drinking beer for matchdays.

The product makes its debut at London's London Stadium during West Ham United's match against Southampton, with limited-edition cans also available through BrewDog's website.

The name was selected following a supporter vote and references the Boleyn Ground, West Ham's former home. Its packaging features the stadium's iconic Boleyn Gates as a tribute to the club's heritage.

BrewDog, which is owned by Tilray Brands, invited a diverse group of supporters to participate in the development process, gathering feedback on what a beer representing the club should taste like and look like.

Club legend Carlton Cole also joined the consultations, helping lead discussions and taste the beer. Cole previously featured in the development of Claret & Brew, the first club-branded beer from BrewDog and West Ham United, which launched in November 2025 and sold out within hours.

Commenting on the launch, 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."

David Chaplin, director of commercial strategy at West Ham United, added that the product demonstrated what could be achieved by putting supporters at the centre of the partnership.

Boleyn Brew debuted at London Stadium during the Southampton match on 31 October 2026.

The launch builds on the partnership between BrewDog and West Ham United, which began in summer 2025. Previous initiatives have included gifting football kits to grassroots teams across east London and Essex, alongside the launch of Claret & Brew and supporter benefits such as free pints and discounts across BrewDog's beer range.