November 28 – West Ham have added a fresh twist to matchday refreshments with the launch of Claret & Brew, a limited-edition amber lager created in partnership with the club’s Official Beer Partner, BrewDog.
The new brew will make its debut on draft at the Bridge Two bar at London Stadium this Sunday, when the side host Liverpool.
West Ham say the 4.5% amber lager has been crafted specifically with their supporters in mind – a nod to Claret and Blue loyalty, but with “enough bite to cut through the nerves of a tight Premier League afternoon”.
After the stadium launch, fans aged 18 and over will be able to buy limited-edition cans online from December 2, with BrewDog inviting early registrations ahead of what it expects to be a high-demand release.
In keeping with the theme of homegrown involvement, the project was given its unofficial stamp of approval by club legend Carlton Cole, who visited BrewDog HQ to “oversee” the brewing process – which reportedly included rolling up his sleeves and getting stuck in. Cole also fronts the launch campaign across both clubs’ digital channels and will be behind the bar on Sunday to pour the first pints and meet supporters.
West Ham and BrewDog have leaned increasingly into collaborative campaigns since forming their partnership, but Claret & Brew marks the first time the two have produced a bespoke beer for the fanbase. Its release lands at a moment when Premier League clubs are sharpening their focus on experiential matchday additions, and – if the queues at Bridge Two are anything to go by – the Hammers may have tapped into something supporters are more than happy to raise a glass to.
Nathan Thompson, Executive Director at West Ham United, said: “The launch of Claret & Brew, a bespoke beer created in collaboration with BrewDog for West Ham United fans, reflects our shared ambition to deliver bold, creative experiences for our supporters. BrewDog have shown a real commitment to our fanbase, from grassroots kit donations earlier this year to now developing a product that celebrates our club’s identity.
“This partnership has been all about putting fans first. I look forward to seeing them enjoy a Claret & Brew at London Stadium on Sunday, and to the wider launch of the limited-edition cans shortly after.”
Contact the writer of this story, Harry Ewing, at [email protected]