The English football club, West Ham United, in partnership with their beer partner BrewDog, have introduced Claret & Brew, a brand-new, limited-edition amber lager brewed specially for West Ham fans.
Claret & Brew, created in cooperation with Hammers icon Carlton Cole, is full of robust flavours and produced with supporters in mind. To be precise, the beverage is a 4.5% amber lager with a rich malt profile, hints of citrus and floral aromas, and a crisp finish ideal for matchdays. It’s a small-batch brew developed to honour our club’s identity and the enthusiasm of our fans.
About the deal, this unique beer will be exclusively available at London Stadium for the club’s PL match against Liverpool on Sunday, November 30, before going online in limited-edition cans on December 2.
Fans attending the Liverpool match will be the first to try Claret & Brew, which is only available on draught in the BrewDog pubs near Bridge 2 at London Stadium. Furthermore, to assist fans discover the new beer, samples will be provided ahead of kickoff, allowing them to try it before lifting a full pint.
In addition to the matchday, Carlton Cole will be present to meet fans, serve pints, and help debut the new beer in style. Expect live DJ sets, a lively environment, and several reasons to arrive early.
Former West Ham striker Carlton Cole took part in the brewing process and appears in the commercial campaign. He is scheduled to distribute beers to spectators at the stadium before the game. The relationship builds on prior activities between the two groups, such as grassroots kit donations and fan events in the United States.
Nathan Thompson, Executive Director, 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.”
