The contract of Marstons (now Carlsberg) to sell beer at Lords cricket ground ended in the summer and it has now been announced that Brewdog will provide beverages at St Johns Wood for four years from 2025.
‘Matchdays at Lords at set to become an even more dynamic experience with the involvement of Brewdog’, says the Lords press release.
Brewdog will take over the upper tier of the food village and will also provide match day ‘activations’ at its Paddington and Waterloo Bars.
It will mean of course that cask beer will disappear from Lords (Marston’s Pedigree was sold on handpump- though a bright version)as Brewdog don’t do cask. I suspect cask will carry on in the members only Pavilion which used to sell Fullers London Pride when the old Tavern Bar sold the plebs Watneys. Thanks to Will Hawkes who skeeted that the Pavilion cask will be Brewdog Shore Leave. I can’t see that going down well with the members who at least when it comes to food and drink are a discerning lot.
In my view Brewdog beers which 15 years ago were excellent are now mostly mediocre but that’s not the reason I havent had one of them for some years. Rather the Brewdog has a poor employee relations reputation and a very mixed public image due to some ill thought out publicity stunts.
Brewdog beers are expensive but then so is everything else at Lords. I do have tickets for the England v India Test in July 2025 at the ground but, even though Lords is the only cricket stadium in the world where you can bring a small amount of your own beer in (it carries its own insurance) I no longer drink at cricket matches. Given the cost of tickets I prefer to watch sober.
Finally Lords may have missed that James Watt the figure most associated with Brewdog, who recently stepped down as CEO, has welcomed on his LinkedIn the appointment of Elon Musk to Trump’s Dept of Government Efficiencies.
Let the innovations and efficiencies at Lords begin…
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