THE Scottish beer giant BrewDog has announced its latest partnership with the London-based football club West Ham.
In typical BrewDog fashion, the Ellon-based drinks firm has got people scratching their heads with another PR disaster-class, this time announcing a multi-year deal with the Premier League side and the London Stadium.
The “totally punk trailblazers” said the deal is a “bold new chapter in fan experience” by offering the poor punters at the London Stadium BrewDog’s “finest beers”.
West Ham fans will soon be poured pints of Lost Lager, Punk IPA, Hazy Jane, Cold Beer, Wingman – a line-up which would struggle in the Sunday Leagues of your average boozers.
With London having the highest average price for a pint, you do have to feel that the partnership with BrewDog does feel a bit like adding insult to injury for the poor Hammers fans.
You would think, after their team's abysmal season in the Premier League last season, they would be hoping for some better signings over the summer transfer window.
But don’t worry, West Ham fans, you won’t be the only ones who can enjoy a nice pint of “Punk IPA”, as the deal has been sealed ahead of Sam Fender, Iron Maiden, and the London Athletics at the stadium.
The good news doesn’t stop there as the firm plans to “underline their commitment to football in East London” by kicking off the partnership by kitting out a number of grassroots teams with BrewDog-branded kits.
Lauren Carrol, chief operating officer at BrewDog, said the firm is all about creating “unforgettable moments with great beer”, which is honestly somewhat true.
Who could forget the plethora of gaffes by the firm, many by their former leader James Watt, now trading his CEO days for more Elon Musk-style entrepreneurship?
The announcement added that the collaboration is focused on “transforming the stadium into a next-level destination for fans”, with BrewDog on the taps.
I fear that destination will be at another pub down the road.
