A Taste of Tradition: Crafting a Beer for the Irons

‘Claret & Brew’ isn’t simply a branded beverage; it’s a product born from a genuine desire to connect with West Ham’s supporters. Developed with input from club legend Carlton Cole, the 4.5% ABV amber lager boasts a rich malt profile, complemented by subtle citrus and floral aromas, culminating in a crisp, refreshing finish – ideal for enjoying on matchdays or any occasion. The small-batch nature of the brew underscores its exclusivity and dedication to the club’s identity.

This partnership extends beyond a simple product launch. BrewDog and West Ham United have previously collaborated on initiatives such as grassroots kit donations and fan engagement events in the United States, demonstrating a shared commitment to community and supporter experience. The creation of ‘Claret & Brew’ represents a natural progression of this relationship, offering fans a tangible way to connect with their club.

Carlton Cole’s Role in the Brewing Process

Former West Ham striker Carlton Cole wasn’t merely a figurehead for the campaign; he actively participated in the brewing process, lending his palate and insights to refine the flavor profile of ‘Claret & Brew.’ Cole will also be present at London Stadium before the Liverpool match, personally serving pints to fans and adding to the celebratory atmosphere. Live DJ sets and a vibrant environment will further enhance the launch event, encouraging fans to arrive early and immerse themselves in the experience.

But what does it mean for a football club to collaborate so closely with a brewery? Is this a sign of a broader trend in sports marketing, moving beyond traditional sponsorships to create more immersive and personalized fan experiences?

Nathan Thompson, Executive Director, West Ham United, emphasized the collaborative spirit behind the project, stating, “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.” He continued, “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.”

The beer will be available on draught in BrewDog pubs located near Bridge 2 at London Stadium for the Liverpool match, with samples offered to attendees prior to kickoff. Following the matchday debut, limited-edition cans of ‘Claret & Brew’ will be available for purchase online, allowing fans across the country to savor the taste of the Hammers.

Beyond the immediate excitement of the launch, this collaboration highlights the growing synergy between sports and lifestyle brands. By offering a unique product tailored to their fanbase, West Ham United and BrewDog are strengthening their connection with supporters and creating a memorable experience that extends beyond the 90 minutes on the pitch.

Frequently Asked Questions About Claret & Brew

1. What is ‘Claret & Brew’ and who created it? ‘Claret & Brew’ is a limited-edition amber lager created in partnership between West Ham United and BrewDog, with input from Hammers legend Carlton Cole.
2. When and where will ‘Claret & Brew’ first be available? The beer will debut at London Stadium during the West Ham United vs. Liverpool match on November 30th, available on draught in BrewDog pubs near Bridge 2.
3. Will ‘Claret & Brew’ be available online? Yes, limited-edition cans will be available for purchase online starting December 2nd.
4. What does ‘Claret & Brew’ taste like? The lager features a rich malt profile with hints of citrus and floral aromas, and a crisp finish.
5. Is this the first collaboration between West Ham United and BrewDog? No, they have previously worked together on grassroots kit donations and fan events in the United States.
6. What ABV is Claret & Brew? Claret & Brew is 4.5% ABV.