West Ham United F.C. and BrewDog Unveil Boleyn Brew: A Fan-Created Matchday Beer Made by Hammers, for Hammers

BrewDog Boleyn Brew: West Ham United’s Fan-Created Matchday Beer

Football and beer have been going together for generations, but BrewDog and West Ham United are taking that relationship a step further with BrewDog Boleyn Brew, a new 4.5% ABV oat lager created with the people who will actually be drinking it. This isn’t just another football-branded beer with a club badge slapped on the can. West Ham supporters helped shape the beer’s flavor, name, identity and packaging, giving the new BrewDog and West Ham United collaboration a direct connection to the club’s history and its supporters. And that matters. For Hammers fans, the memories tied to a matchday often go well beyond the 90 minutes.

The new BrewDog Boleyn Brew launches at London Stadium as West Ham United prepares to face Southampton, bringing a fan-created lager into the matchday experience through BrewDog’s official beer partnership with the club. The name pays tribute to the Boleyn Ground, West Ham’s former home, while the can design features the iconic Boleyn Gates, a reminder of the generations of supporters who built their own traditions around the old stadium. BrewDog worked directly with West Ham fans throughout the development process, asking what a beer representing the club should taste like and what it should stand for. History, heritage and an unpretentious character kept coming up.

A beer for the terraces and the people who fill them. BrewDog Boleyn Brew is described as a smooth, easy-drinking oat lager with tropical fruit and citrus notes layered over a bready lager base, designed for everything from meeting friends before kickoff to watching the game at home. At 4.5% ABV, it sits in a familiar, accessible range for a matchday lager, while the fan-led development gives the launch a story beyond the usual club merchandise and sponsorship announcements. Former West Ham striker Carlton Cole, who also helped promote the earlier Claret & Brew release, joined supporters during the consultation process, bringing a familiar face into a project built around the West Ham community.

BrewDog Boleyn Brew also extends a partnership that began in 2025, when BrewDog and West Ham United introduced Claret & Brew and supported grassroots football teams across east London and Essex. Limited-edition Boleyn Brew cans are now available through BrewDog’s website while stocks last, with the first stadium pours planned for the Southampton match at the BrewDog container bar near Bridge 2 and the BrewDog Deck at London Stadium. Here’s what West Ham United and BrewDog are bringing to supporters with this new fan-created matchday beer.

ELLON, Scotland and LONDON, Oct. 21, 2026 — BrewDog, a leader in U.K. craft beer and one of the world’s most recognised beer brands, owned by Tilray Brands, Inc. (NASDAQ: TLRY; TSX: TLRY), and West Ham United Football Club today unveiled BrewDog Boleyn Brew, a first-of-its-kind fan-created beer built with West Ham supporters and brewed for matchday. From flavour and style to storytelling, branding and name, Hammers helped shape every part of the beer. BrewDog Boleyn Brew makes its debut at London Stadium this Saturday when West Ham United take on Southampton, with limited-edition cans available to buy online from today.

Created by Hammers, for Hammers, Boleyn Brew brings together BrewDog’s brewing expertise with the pride, loyalty and unmistakable character of the Claret and Blue faithful. As West Ham United’s Official Beer Partner, BrewDog invited a diverse group of supporters into the process from the beginning, asking them what a true West Ham beer should taste like, look like and stand for. After fan consultations produced a shortlist of names, supporters voted for BrewDog Boleyn Brew — a proud nod to the Boleyn Ground and the memories, matchdays and moments that continue to unite generations of supporters.

Supporters came back again and again to three ideas: history, heritage and unpretentious character. The result is a 4.5% Oat Lager with tropical fruit and citrus notes on a smooth, bready lager base — easy-drinking, full of character and made for the rituals that surround the game: meeting mates before kick-off, raising a pint on the concourse, watching from home or celebrating with the West Ham family. The can design features the iconic Boleyn Gates, connecting every pour back to the ground where so many supporters’ memories were made.

Stuart Harrison, Chief Sales Officer, BrewDog, said: “At BrewDog, we believe the best beers are built with the people who drink them. BrewDog 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.”

Club legend Carlton Cole joined supporters throughout the consultation process, helping lead the conversation, taste the beer and bring the spirit of West Ham into the room. Cole was also the face of Claret & Brew, BrewDog and West Ham United’s first club-branded beer, which launched in November 2025 and sold out within hours.

Club legend Carlton 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. BrewDog 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!”

West Ham United supporter Simon Fell, who was involved from the start of the process, 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. BrewDog 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!”

Fellow Hammer Elaine Hopkinson added: “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. BrewDog 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.”

David Chaplin, Director of Commercial Strategy, West Ham United, commented: “BrewDog has put our supporters at the heart of this partnership, and BrewDog 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.”

BrewDog Boleyn Brew is the latest fan-first moment from BrewDog and West Ham United, building on a partnership designed to show up for supporters on and beyond matchday. The partnership launched in summer 2025, when BrewDog gifted full kits to grassroots teams across east London and Essex. Claret & Brew followed that November, alongside supporter benefits including free pints and discounts across BrewDog’s lineup. The partnership also forms part of BrewDog’s growing presence across the U.K.’s biggest sporting and live event venues, with BrewDog serving as exclusive beer partner of London Stadium and recently announcing a five-year partnership with Leicester Tigers.

Supporters can be among the first to try BrewDog Boleyn Brew at the BrewDog container bar near Bridge 2 and at the BrewDog Deck at London Stadium from Saturday’s match against Southampton.

Limited-edition cans of BrewDog Boleyn Brew are available now at www.brewdog.com while stock lasts.

Related BrewDog news from mybeerbuzz.com:
More BrewDog news from MyBeerBuzz.com: BrewDog and West Ham United continue to connect craft beer with football culture through BrewDog Boleyn Brew, a fan-created matchday oat lager that builds on the club’s earlier Claret & Brew release. Read more about BrewDog’s acquisition by Tilray Brands and its new global craft beer platform, explore BrewDog’s 2026 Choose Craft campaign and new beer releases, and check out BrewDog’s football-focused summer campaign and matchday promotions. MyBeerBuzz.com continues to cover BrewDog beer launches, brewery developments, sports partnerships, craft lager releases and the changing business behind one of the U.K.’s best-known craft beer brands.

About BrewDog  
BrewDog has always had one mission: making people as passionate about great beer as we are. From iconic classics like Punk IPA, to crowd-pleasers like Lost Lager and Wingman, to boundary-pushing innovations like NanoDog, BrewDog has been brewing bold, distinctive beers since 2007. Born in Scotland and built by a passionate community of beer lovers, BrewDog has grown into one of the world’s most recognizable craft beer brands, with a global presence spanning breweries, bars and distribution across multiple international markets. BrewDog’s future will continue to be shaped by the three things that matter most: People, Planet and Beer.

For more information, visit www.brewdog.com or follow @BrewDog on social media.  

BrewDog is a Scottish craft beer brewery and international beer brand founded in 2007 by James Watt and Martin Dickie in Fraserburgh, Scotland. The company emerged during a period when traditional beer styles dominated much of the U.K. market, establishing its identity through hop-forward India pale ales, bold branding and a willingness to challenge conventional brewing and beer marketing. From its early days as a small independent brewery, BrewDog grew into a recognizable name in modern craft beer, building a portfolio that includes IPAs, lagers, stouts, alcohol-free beers and seasonal releases.

Punk IPA became one of BrewDog’s defining beers, helping introduce a broad audience to the brewery’s assertive approach to hops and flavor. Other established beers include Hazy Jane, Lost Lager, Wingman and Elvis Juice, each representing a different part of the brand’s range. Punk IPA delivers a pronounced hop character, Hazy Jane offers a hazy, fruit-forward profile, and Wingman provides a more approachable session IPA option. Lost Lager gives the portfolio a familiar lager style, while the wider lineup continues to evolve with new recipes, collaborations and limited-edition releases.

BrewDog has also developed a business around bars, hospitality, retail distribution and direct online sales. Its brewery and bar operations helped turn the company into more than a beer producer, creating places where consumers could try its beers, attend events and connect with the wider craft beer community. The brand expanded beyond Scotland into other parts of the United Kingdom and international markets, becoming one of the more visible companies associated with the rise of modern craft brewing.

Community engagement has been part of BrewDog’s public identity since its early years. The company built a following through unconventional marketing, direct engagement with beer enthusiasts and initiatives intended to make customers feel connected to the brand. Although its ownership, business structure and reputation have changed over time, BrewDog continues to use beer releases, partnerships and consumer-facing campaigns to attract attention and reach new audiences.

In March 2026, Tilray Brands acquired key BrewDog assets, including its global brand and related intellectual property, U.K. brewing operations and a number of strategic brewpubs. The acquisition placed BrewDog within Tilray’s broader international beverage business, which includes established beer brands, craft breweries and other beverage operations. The deal marked a significant change for a company that had spent much of its history presenting itself as an alternative to large multinational beer businesses. Under Tilray, BrewDog’s recognizable name and established beer portfolio became part of a wider platform for beverage production, distribution and brand development.

BrewDog’s product range continues to span several popular beer categories. Its IPA portfolio caters to consumers who enjoy hop aroma and bold flavor, while its lager and session beer offerings provide options for everyday drinking occasions. The brewery has also explored stout, fruit-forward beer styles, collaborations and alcohol-free products, reflecting the increasingly broad range of preferences found across the beer market. Seasonal calendars, limited releases and special packaging provide additional ways for the brand to keep established beers visible while introducing new products.

Sports and entertainment partnerships have become another part of BrewDog’s commercial strategy. The company has worked to establish its beers in venues and settings where fans gather, including stadiums and live-event locations. Its partnership with West Ham United illustrates this approach. As the club’s official beer partner, BrewDog has collaborated with the football club on branded beer, supporter promotions and matchday experiences intended to connect its products with the rituals surrounding live football.

The partnership produced Claret & Brew in November 2025 before moving toward a more directly fan-led concept with BrewDog Boleyn Brew in October 2026. The new 4.5% ABV oat lager was developed with West Ham supporters, who contributed to decisions about its flavor, name, branding and story. Its name and can design reference the Boleyn Ground and its iconic gates, giving the beer a connection to the club’s former home. The launch demonstrates how BrewDog is using collaborative product development to make a sports partnership feel more closely tied to the people supporting the team.

BrewDog’s future will depend on maintaining interest in its core beers while finding new opportunities in retail, hospitality, sports partnerships and international distribution. The brand remains associated with recognizable products such as Punk IPA, Hazy Jane, Lost Lager and Wingman, while campaigns such as BrewDog Boleyn Brew give it opportunities to reach audiences beyond traditional craft beer enthusiasts.

For more information about BrewDog’s beers, bars, products and partnerships, visit the official website at www.brewdog.com. The company’s continuing mix of established beer styles, new releases and consumer collaborations keeps BrewDog active in the evolving craft beer market.

About Tilray Brands 
Tilray Brands, Inc. (“Tilray”) (Nasdaq: TLRY; TSX: TLRY), is a leading global lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe, Australia and Latin America that is leading as a transformative force at the nexus of cannabis, beverage, wellness, and entertainment elevating lives through moments of connection. Tilray’s mission is to be a leading premium lifestyle company with a house of brands and innovative products that inspire joy and create memorable experiences. Tilray’s unprecedented platform supports over 40 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods and craft beverages. 

For more information on how we are elevating lives through moments of connection, visit Tilray.com and follow @Tilray on all social platforms. 

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