BrewDog’s Strategic Move: A Partnership with West Ham United
In a surprising yet intriguing development, Scottish brewer BrewDog has announced a multi-year deal to supply its beers to Premier League football club West Ham United and the London Stadium. This move has sent shockwaves throughout both the beer and sports industries, with many pundits questioning the strategic implications of this partnership.
According to reporting by The Drinks Business, BrewDog has replaced Heineken, which had been supplying beer to West Ham since the club moved from Upton Park to Stratford in 2015. This deal follows a similar partnership that BrewDog struck with Lord’s Cricket Ground last November, where it replaced Carlsberg Marston’s as the beer supplier to the home of cricket. As noted by The Drinks Business, the deal at Lord’s is a four-year contract, and it is expected that the partnership with West Ham United will have a similar duration.
The London Stadium, which has a capacity of 63,000, hosts various events throughout the year, including Premier League football matches, music concerts, and other activities. One such event is a concert by Iron Maiden, which has its own beer, Trooper, brewed by Robinson’s of Stockport. As The Drinks Business reports, it remains to be seen if both BrewDog’s and Trooper’s beers will be available for purchase during the concert.
The range of BrewDog beers that will be available at the London Stadium includes Punk IPA, Wingman, Hazy Jane, Cold Beer, Lost Lager, and Blackheart Stout, as well as low and no-alcohol brands. This diverse offering dispels the myth that football fans only drink lager, as The Drinks Business notes. The Tap East brewpub at Stratford International station, which is packed with fans on match days, also offers a variety of beers, including Mild, IPA, Stout, Blonde, and Wheat Beer.
According to Lauren Carroll, chief operating officer at BrewDog, the partnership is about "bringing people together through great beer and shared passion" and "supporting the game at every level." As quoted in The Drinks Business, West Ham United has also expressed its enthusiasm for the partnership, stating that BrewDog is the "perfect partner" as they work on initiatives to enhance the match-day experience.
The deal has not been without controversy, however. Some West Ham fans have expressed concerns on social media about BrewDog’s poor record of staff relations. As The Drinks Business reports, an industry insider notes that Heineken is moving away from sponsoring clubs and instead is backing competitions such as international rugby. Additionally, BrewDog is reducing its presence in the on-trade and is concentrating on supermarket sales and the wider off-trade, as well as its own bars.
While the financial terms of the deal are commercially sensitive, experts estimate that BrewDog will invest around £250,000, including installing dispense and cellar cooling equipment. As The Drinks Business notes, this investment is a significant commitment to the partnership and demonstrates BrewDog’s dedication to enhancing the match-day experience for West Ham United fans.
In conclusion, BrewDog’s partnership with West Ham United is a strategic move that has both opportunities and challenges. As The Drinks Business reports, the deal underscores BrewDog’s commitment to supporting grassroots football and enhancing the match-day experience for fans. However, it also raises questions about the brewer’s ability to navigate complex issues such as staff relations and commercial partnerships. Only time will tell if this partnership will be a success, but one thing is certain – it has generated significant interest and debate throughout the beer and sports industries.
