New 4.5% Oat Lager Developed with Supporters Debuts This Saturday
West Ham United and their Official Beer Partner BrewDog have teamed up to launch Boleyn Brew, a new 4.5% Oat Lager. This collaboration, which saw the beer created with input from Hammers supporters, makes its matchday debut this Saturday at London Stadium when West Ham United takes on Southampton. The fan-created beer is also available online from today, marking one of the first Club beers ever made by supporters in Club football.
The development process put Hammers faithful at its heart, with a diverse group of supporters helping to shape the flavour, taste profiling, beer style, storytelling, and branding. Following initial fan consultations, the Claret & Blue army voted for the beer to be named ‘Boleyn Brew,’ a decision that celebrates the memories, heritage, and emotions associated with the Club’s former home, the Boleyn Ground.
The beer itself was created around the themes of history, heritage, and unpretentious character highlighted by supporters. This 4.5% Oat Lager brings notes of tropical fruit and citrus, alongside a smooth, bready lager base. Boleyn Brew is designed for supporters to enjoy and make more memories with the West Ham family, whether at the concourse, with friends, or cheering on from home.
West Ham United legend Carlton Cole joined fans, helping to lead the conversation and sharing brewing expertise. He was previously the face of Claret & Brew, which launched in November 2025 and sold out in a matter of hours. West Ham United supporter Simon Fell, who was involved from the start of the process, said, “Boleyn Brew feels properly West Ham, light, easy drinking, full of character and with the old Boleyn Gates on the design, it has a real link back to where so many of our memories were made. It’s a beer for West Ham people, and I’m proud to have played a small part in it. Our club, Our memories, Our beer. COYI”
Fellow Hammer Elaine Hopkinson added, “As a football fan and more importantly, a West Ham fan who enjoys a pint on matchday, the chance to help develop a matchday brew was too good an opportunity to miss. Boleyn Brew is a great name – direct, proud and rooted in our heritage – and the can design capturing the iconic elements of the ground is perfect.” Steve Kreeger, a lifelong Hammer and BrewDog fan, expressed that being involved in the creation of a beer for the stadium was very exciting, noting that the process was “fascinating learning about the beer making process and the level of detail that goes into calculating the perfect flavour.”
You Might Also Like:
Daniel Still, a lifelong West Ham fan and homebrewer, commented, “We wanted a beer that represents West Ham and its people: honest and hardworking, with depth, character, and a subtle flair that delivers results without shouting loud. From the heritage in the name to the instantly recognisable design, the supporters have been integral to every step.” Club legend Carlton Cole stated, “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!”
David Chaplin, West Ham United’s Director of Commercial Strategy, commented that BrewDog has put the Club’s fans at the heart of the partnership. 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.”
Boleyn Brew will make its official matchday debut at London Stadium from BrewDog locations near Bridge 2 and in the heart of the stadium. Cans of Boleyn Brew are also available for purchase online from today.
