Andy Devaney
Hammers fans have a new way to toast their team – and fittingly, it comes in Claret & Blue. West Ham have teamed up with official beer partner BrewDog to produce Claret & Brew, a purpose-built amber lager brewed for matchdays, mood swings, late winners and long-suffering optimism.
On tap this Sunday (30th November) at the Bridge Two bar for the Premier League showdown with Liverpool, Claret & Brew arrives at 4.5% ABV with enough malt to warm the belly, citrus to freshen the palate, and a bitterness sharp enough to cut through any first-half nerves. It’s crisp, floral, match-ready – the kind of pint that tells you football’s meant to be felt, not just watched.
And yes, Hammers fans (18+), you’ll soon be able to drink it at home too. Limited-edition cans go worldwide on BrewDog’s online store from 2nd December, with registration already open for anyone who wants first-pour bragging rights.
This isn’t just another badge-slapped sponsorship drink. BrewDog let a club legend behind the curtain – and behind the barrels. Carlton Cole donned his imaginary boots and marched straight into the brewery, overseeing the process with the same swagger he once brought to the Upton Park pitch. He tasted, tweaked, and apparently took his duty as seriously as he did sticking crosses into the net.
The final product? A beer the club says truly honours its identity – deep Claret, proud Blue, and brewed with enough heart to make Bobby Moore smile.
Cole summed it up in true number-nine fashion: “It was great to be involved with the making of ‘Claret & Brew’, I had to make sure to give it the West Ham seal of approval, I felt the pressure to make sure I got it right for the fans, but I knew I was the man for the job! It’s brilliant to have a dedicated West Ham United beer, and I know the Claret & Blue army will raise a Claret & Brew on Sunday at London Stadium. I look forward to pouring some pints for the fans ahead of the big game against Liverpool”
He’ll be there pulling pints in person before kick-off – a rare chance to receive your beer from the man who helped brew it. Fans won’t need asking twice.
Nathan Thompson, Executive Director at West Ham United, made no bones about the thinking behind the lager: “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.”
From grassroots kit donations across East London and Essex, to bar discounts for season ticket holders, and even a fan party in Atlanta during the Premier League Summer Series – BrewDog aren’t just slapping logos on beer mats. They’re building something with staying power.
Lauren Carrol, BrewDog’s COO, echoed that sentiment: “Claret & Brew has been brewed with the fans firmly in mind. A beer that honours West Ham’s colours, culture and incredible support. Collaborating with the club and Carlton Cole on something so unique has been a real privilege. We hope every Hammers fan enjoys raising a Claret & Brew as much as we enjoyed creating it.”
The message is simple: football and beer go together like last-minute winners and lost voices. Claret & Brew is West Ham bottled, canned, chilled and ready to be raised skyward.
Registration is now open for delivery orders. When it sells out – and let’s be honest, this stuff will fly – the only tears at London Stadium will be from emotional pints hitting empty glasses.
