The beer, crafted in partnership with Palace fan Neil Morrissey, is the club's latest step in introducing real ale to Selhurst Park. Supporters' focus groups during the 2010/11 season indicated a demand for ale in the stadium on matchdays and the addition proved so popular that first a Palace Beer Festival and then Palace Ale was conceived.

Neil Morrissey said: "I got some fantastic feedback from all the fans at the beer festival. To have Palace Ale on sale throughout Selhurst for the new season is great news for all fans of real, quality beer."

Palace have also teamed up with IM Wines in Croydon to give local pubs and clubs the opportunity to offer the thousands of Palace fans in south London the opportunity to enjoy Palace Ale in their local. If you would like your local pub or club to stock Palace Ale please just ask your landlord. Don't forget that every pint consumed supports Crystal Palace FC.

Crystal Palace CEO Phil Alexander said: "This is a great opportunity for licensed premises in the area to form a partnership with their local football club and help launch a product which has already proved hugely popular with Palace fans and ale drinkers in south London."

To find out more about stocking Palace Ale in your pub or club contact IM Wines on 01689 841800.

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