Top drinks marketing campaigns and news in January

Beavertown brews stadium beer for Tottenham Hotspur

London brewery Beavertown and Premier League football club Tottenham Hotspur have launched a beer that will be sold exclusively at the team’s stadium, having been brewed in the on-site microbrewery.

The beer, called One Of Our Own, went on pour on 11 January in time for Spurs’ first home game of the year, against Liverpool, who are currently top of the Premier League table. Based on a British IPA, the 4.9% ABV brew was made with only European hops, including Callista, Mandarina Bavaria and Barbe Rouge. Spurs and Beavertown said the beer has been brewed to reflect the preferences of supporters, who have been purchasing Beavertown products at the stadium since it opened in April 2019.

Beavertown announced its partnership with Spurs in May 2018, and revealed that it would install a microbrewery and taproom in the stadium, said to be a Premier League first. The partnership with Spurs sparked rumours of a deal between Beavertown and Heineken, the latter being the official beer partner of Spurs.

Sure enough, in June 2018, the north London brewer sold a minority stake of its business to Heineken for £40 million, in part to fund the development of its major new brewery. Beaverworld, the new brewery, is scheduled to open in March, raising production capacity from nine million pints per year to 90 million.