After Ipswich lost 3-0 to Derby last season, many fans sought solace at the bottom of their pint glasses - but one diehard Town fan had a beer brainwave.
Josh Bartlett, 31, was sat with friends in the Arcade Tavern discussing which legendary Ipswich players could solve their on-pitch woes and one name came out on top: Boncho Genchev.
A hero from his youth, Boncho is now destined to be the first craft beer from Away Days, Mr Bartlett’s football-themed craft beer business.
Mr Bartlett said: “It just dawned on me that Boncho would be a great name for a beer.
“I wanted to combine my two great loves, football and beer, and when I looked to see if anyone else was doing it I was surprised to see no one had the same idea.”
After letting his idea brew, he turned to the online Ipswich fan forum Those Were The Days to ask what they would want out of a match day tipple and the results were unexpected.
Mr Bartlett continued: “The stereotype around football fans is that they will drink cheap, warm lager, but they are actually looking for something special.
“I got a lot of responses asking for darker ales, so that’s what Boncho became.”
Working as a Further Education Teacher, Mr Bartlett had to start from scratch learning how to brew his own beer, but 18 months and a lot of hard work later, he has three drinks due to arrive in Suffolk pubs in a matter of weeks.
Away Days boasts having a drink for everyone, with a crisp 4.4% larger called Golden Goal and a homage to the great Ipswich manager - a fruity amber ale named Hoppy Robson.
But as fun as it might be for home fans to drink their heroes, Mr Bartlett is thinking bigger.
A Town fan living in Nottinghamshire, Mr Bartlett knows there are supporters who enjoy taking in a little local culture when they visit opponents.
He added: I want Ipswich fans to enjoy it but the away fans too.
“I want them to see and enjoy an local beer here.”
If the local taste of Suffolk is not enough, Mr Bartlett is also offering to send out personalised beer for other clubs that send him their club badge and name.
Despite Ipswich’s poor start to the season, Mr Bartlett remains positive.
“If the manager gets us promoted, I’ll be happy to share a pint of “Thirsty for Hursty” with him,” he added.
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