West Ham United & BrewDog Launch Boleyn Brew
West Ham United and BrewDog have teamed up with supporters to create Boleyn Brew, one of the first fan created beers in club football.
West Ham United and their Official Beer Partner BrewDog have teamed up to launch Boleyn Brew, in a one-of-a-kind collaboration which sees one of the first club beers ever made by supporters.
The collaboration combined BrewDog’s expertise and put the Hammers faithful at its heart, a diverse group of supporters helped shape the flavour, taste profiling, type of beer and storytelling.
With a list of names for the beer put together following the initial fan consultations, the Claret & Blue army voted for the beer to be named ‘Boleyn Brew’ in a nod to West Ham United’s proud heritage and the emotions, people and memories the Boleyn Ground represents to generations of supporters.
Supporters were joined by ex-West Ham United player Carlton Cole, who helped lead the conversation throughout the consultation process.
Boleyn Brew will make its official matchday debut at London Stadium this Saturday, when West Ham United take on Southampton.
West Ham United supporter Simon Fell, who was involved from the start of the process said: “I wanted to get involved because West Ham gets under your skin. 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.
Carlton Cole, said: “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. 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!”
West Ham United’s Director of Commercial Strategy, David Chaplin, added: “We’re proud of the way BrewDog has put our fans at the heart of the partnership and the launch of Boleyn Brew epitomises their commitment to our supporters.
“It’s been great to see the engagement, energy and passion our fans have shown to create Boleyn Brew which is a beer the West Ham family can be proud of.
“We’re excited to launch and continue to work with BrewDog on activations and products that engage our fan base on matchday’s and throughout the season.”
Images: WHUFC
