West Ham United and BrewDog, the club’s official beer partner, have launched Boleyn Brew, a beer developed with supporters that the two describe as one of the first fan-created beers in club football.
A diverse group of West Ham supporters worked with BrewDog to shape the beer’s flavour, taste profile, style and storytelling, with the aim of reflecting the loyalty and passion of the club’s fans around the world.
A list of possible names was drawn up following the initial fan consultations, and supporters voted for Boleyn Brew in a nod to the Boleyn Ground, the club’s former home, and the memories it holds for generations of fans.
The beer is a 4.5% oat lager with notes of tropical fruit and citrus over a smooth, bready lager base. It was developed around the themes of history, heritage and unpretentious character that supporters highlighted throughout the process.
Former West Ham United player Carlton Cole joined the supporters and helped lead the conversation during the consultations, having previously been the face of the club’s earlier BrewDog beer.
Boleyn Brew will make its matchday debut at London Stadium on Saturday 24 October, when West Ham United host Southampton.
Supporters will be able to buy the beer at the BrewDog bar near Bridge 2 and at the BrewDog in the heart of London Stadium, while cans went on sale on BrewDog’s website on 21 October.
Boleyn Brew follows Claret & Brew, the West Ham United and BrewDog beer that launched in November 2025 and which the partners say sold out within hours.
West Ham United said it would continue to work with BrewDog on further activations and products for supporters on matchdays and throughout the season.
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