Tottenham can’t stay out of the news. The area is undergoing a significant ‘regeneration’ project at the moment, thanks in large part to the redevelopment of Tottenham Hotspur’s (Spurs) White Hart Lane football stadium.
The latest big-name announcement out of the neighbourhood is that Beavertown, the craft brewery, which started out in the back of a pub and barbecue restaurant in Dalston’s De Beauvoir Town (and which relocated to Tottenham in 2014) has been named as the “official craft beer” of the football club. It comes a day after it was reported that the independent craft brewery was the subject of a potential purchase by the beer giant Heineken.
It says as much about the state of the game as it does about the way Tottenham, the area, is changing. The appointment last year of a host of celebrity chefs (some from Michelin-starred restaurants) gave an insight into the importance the football club was placing on its food and beverage offering. Apart from perhaps announcing a natural wine bar and modern British small plates restaurant, the confirmation of an official, local craft beer partner, could not be more trend aware, demonstrating how football clubs and its operators are modernising. Whether Spurs will also announce a non-craft beer partner is not known. Indeed Carlsberg, Budweiser, Amstel, and of course Heineken themselves, have all had long, historical associations with the sport.
Beavertown said in its official statement that the deal has been more than 18 months in planning. It also said, “some shiny new brew kit is being installed in the new Tottenham Hotspur stadium, which Beavertown Brewery will be brewing on.”
Calling it a Premier League first, the announcement added that the deal would involve “a full-scale brewery in [Tottenham’s] new, state of the art stadium.” Beavertown says it will brew on a daily basis “to keep the beers flowing fresh from the tanks on a matchday and beyond.” The session IPA, Neck Oil, and a special Beavertown x Spurs beer (created in collaboration with the Spurs fans) will be served at the stadium. There are also plans for a “Beavertown Tottenham Taproom” in the south east corner of the new stadium alongside “The Market Place.”
Logan Plant, Beavertown’s founder said:
The opportunity to work with Tottenham Hotspur to deliver the Premier League’s first microbrewery is something of which we are immensely proud. The ability to brew on site and serve our beer just metres from where it is brewed is super exciting. We aim to...[serve] a range of different beers...as well as showcasing our Spurs x Beavertown collaboration beer and our Neck Oil Session IPA throughout the stadium.
The partnership with Spurs offers us an amazing opportunity to get our beers in to the hands of a new audience, the thirsty football fan masses, which in turn gives us the ability to grow our Beavertown fanbase and aligns perfectly with our mantra of getting great beer on to every street corner.
Speaking of the unusual nature of the collaboration, Matthew Collecott, director of operations at the football club said:
We are passionate about our community and have an excellent track record of working with local people and businesses, so to have the opportunity to work with an organisation such as Beavertown who are headquartered less than two miles away from our stadium makes this relationship extra special.
This is yet another example of how the stadium development is supporting local business...[and] encapsulates our desire to innovate at our new home as part of our ambition to offer all our guests a unique matchday experience.