Carlsberg’s pursuit of better beer began in 1847, when it was founded by J.C. Jacobsen in Copenhagen. Today, it is enjoyed by millions around the world. Liverpool Football Club was founded in 1892 having won 19 League Titles, seven FA Cups, eight League Cups, six European Cups, three UEFA Cups, three European Super Cups and 15 Charity Shields.
This year’s win of the Premier League sees the fusing of both heritages in a limited edition ‘champions can’ which will be available for fans in 25 countries across the world. Carlsberg switches its iconic green colour to Liverpool’s equally iconic red. The Champions can features Liverpool FC’s crest, player signatures and replaces the words ‘1847 onwards’ (a reference to Carlsberg’s 173 year heritage) with the words ‘Champions, 2020 onwards’.
Liverpool FC were confirmed Premier League champions as Manchester City dropped points at Chelsea, after Liverpool FC beat Crystal Palace. An incredible season sees them win the title with 7 matches to spare.
Fans in 25 countries including Australia, China, India, Ireland, Malaysia and the USA will be able to find the limited-edition celebratory packs in selected stores or up for grabs via social media competitions over the coming weeks – while the celebration will continue on Carlsberg’s digital channels with an associated campaign.
The limited edition cans will be available to purchase in Australia within a few weeks.
Head of Global Sponsorships, Louise Bach, said: “We’re delighted to be celebrating the team’s incredible season together with Liverpool FC fans across the world. Our role is to make football even better for the fans, and hopefully this will make their celebrations even sweeter.”
Carlsberg’s partnership with Liverpool FC is the longest in the Premier League, spanning 27 seasons. In 2019, Carlsberg worked with its brewmasters and scientists at the Carlsberg Research Laboratory in Copenhagen to brew an all red beer especially for Liverpool FC fans. The all red label, bottle and brew celebrated legendary manager Bill Shankly’s famous decision to turn the club’s kit all red – with the view that teams in red win more.
Photography: Ivan Smuk / Shutterstock
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