BrewDog, a leader in U.K. craft beer and one of the world’s most recognised beer brands, owned by Tilray Brands, Inc. (NASDAQ: TLRY; TSX: TLRY), and West Ham United Football Club today unveiled Boleyn Brew, a first-of-its-kind fan-created beer built with West Ham supporters and brewed for matchday.
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BrewDog → own → matchday
From flavour and style to storytelling, branding and name, Hammers helped shape every part of the beer.
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Hammers → shape → beer
Boleyn Brew makes its debut at London Stadium this Saturday when West Ham United take on Southampton, with limited-edition cans available to buy online from today.
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cans → make → today
Created by Hammers, for Hammers, Boleyn Brew brings together BrewDog’s brewing expertise with the pride, loyalty and unmistakable character of the Claret and Blue faithful.
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Brew → create → faithful
As West Ham United’s Official Beer Partner, BrewDog invited a diverse group of supporters into the process from the beginning, asking them what a true West Ham beer should taste like, look like and stand for.
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beer → invite → what
After fan consultations produced a shortlist of names, supporters voted for Boleyn Brew — a proud nod to the Boleyn Ground and the memories, matchdays and moments that continue to unite generations of supporters.
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that → produce → supporters
Supporters came back again and again to three ideas: history, heritage and unpretentious character.
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Supporters → come → ideas
The result is a 4.5% Oat Lager with tropical fruit and citrus notes on a smooth, bready lager base — easy-drinking, full of character and made for the rituals that surround the game: meeting mates before kick-off, raising a pint on the concourse, watching from home or celebrating with the West Ham family.
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that → drink → family
The can design features the iconic Boleyn Gates, connecting every pour back to the ground where so many supporters’ memories were made.
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memories → feature → ground
Stuart Harrison, Chief Sales Officer, BrewDog, said: “At BrewDog, we believe the best beers are built with the people who drink them.
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who → say → them
Boleyn Brew is exactly that: a beer shaped by West Ham fans from the first tasting conversation to the name on the can.
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Brew → shape → can
It captures what makes this club special — heritage, passion, loyalty and a brilliant matchday atmosphere — and it is the kind of fan-first partnership we are proud to bring to life.
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we → capture → life
We cannot wait to pour the first pints at London Stadium this weekend.”
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We → wait → Stadium
Club legend Carlton Cole joined supporters throughout the consultation process, helping lead the conversation, taste the beer and bring the spirit of West Ham into the room.
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Cole → join → room
Cole was also the face of Claret & Brew, BrewDog and West Ham United’s first club-branded beer, which launched in November 2025 and sold out within hours.
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which → brand → hours
Club legend Carlton Cole said: “After being part of Claret & Brew last season, I loved seeing the fans take this one even further and make a beer they can truly call their own.
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they → say → beer
Boleyn Brew has the heart, loyalty and character of West Ham all over it.
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Brew → have → it
It is made by Hammers, for Hammers, and I cannot wait to raise a pint of our beer at London Stadium this weekend!”
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I → make → Stadium
West Ham United supporter Simon Fell, who was involved from the start of the process, said: “West Ham gets under your skin.
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Ham → involve → skin
It is the football, the people, the memories, the laughs, the tough days, the brilliant days and everything that comes with being a Hammer.
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that → come → ?
From the start, it felt like supporters were genuinely part of creating something that belongs to us.
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that → feel → us
Boleyn Brew feels properly West Ham: light, easy drinking, full of character and rooted in our history through the Boleyn Gates on the can.
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Brew → feel → can
It is a beer for West Ham people, and I am proud to have played a small part in it.
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I → play → it
Fellow Hammer Elaine Hopkinson added: “A pint on matchday is part of the ritual — meeting family, friends and fellow fans, talking about the team and feeling that build-up before kick-off.
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pint → add → off
To help create a beer made for West Ham fans by West Ham fans with BrewDog made it even more special.
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it → help → BrewDog
Boleyn Brew is a brilliant name: direct, proud and rooted in our heritage.
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Brew → root → heritage
The can design captures those iconic elements of the old ground perfectly.”
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design → capture → ground
David Chaplin, Director of Commercial Strategy, West Ham United, commented: “BrewDog has put our supporters at the heart of this partnership, and Boleyn Brew is a brilliant example of what that can create.
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that → put → what
The engagement, energy and passion from our fans has been fantastic to see, and the final beer is something the West Ham family can be proud of.
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family → see → fans
We are excited to launch it at London Stadium and continue working with BrewDog on experiences, activations and products that bring supporters closer to the club on matchdays and throughout the season.”
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that → launch → season
Boleyn Brew is the latest fan-first moment from BrewDog and West Ham United, building on a partnership designed to show up for supporters on and beyond matchday.
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Brew → build → matchday
The partnership launched in summer 2025, when BrewDog gifted full kits to grassroots teams across east London and Essex.
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BrewDog → launch → London
Claret & Brew followed that November, alongside supporter benefits including free pints and discounts across BrewDog’s lineup.
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Claret → follow → lineup
The partnership also forms part of BrewDog’s growing presence across the U.K.’s biggest sporting and live event venues, with BrewDog serving as exclusive beer partner of London Stadium and recently announcing a five-year partnership with Leicester Tigers.
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BrewDog → form → Tigers
Supporters can be among the first to try Boleyn Brew at the BrewDog container bar near Bridge 2 and at the BrewDog Deck at London Stadium from Saturday’s match against Southampton.
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Supporters → try → Southampton
About BrewDog
BrewDog has always had one mission: making people as passionate about great beer as we are.
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we → have → beer
From iconic classics like Punk IPA, to crowd-pleasers like Lost Lager and Wingman, to boundary-pushing innovations like NanoDog, BrewDog has been brewing bold, distinctive beers since 2007.
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BrewDog → push → 2007
Born in Scotland and built by a passionate community of beer lovers, BrewDog has grown into one of the world’s most recognizable craft beer brands, with a global presence spanning breweries, bars and distribution across multiple international markets.
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BrewDog → bear → markets
BrewDog’s future will continue to be shaped by the three things that matter most: People, Planet and Beer.
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that → continue → things
About Tilray Brands
Tilray Brands, Inc. (“Tilray”) (Nasdaq: TLRY; TSX: TLRY), is a leading global lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe, Australia and Latin America that is leading as a transformative force at the nexus of cannabis, beverage, wellness, and entertainment elevating lives through moments of connection.
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that → lead → connection
…and 10 more, not listed.
The Aporia
