Carlsberg celebrates Liverpool’s EPL win

26 June, 2020 by Andy Young

Liverpool FC have been crowned as Champions of the English Premier League and Carlsberg is helping fans around the world to celebrate by releasing a limited edition beer.

The limited-edition packaging sees Carlsberg switch its iconic green colour to Liverpool FC’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’.

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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.”

Liverpool ended its 30-year wait to be crowned champions of England this morning when Chelsea beat Manchester City, ending City’s faint hopes of catching the reds.

The limited edition cans will be available in 25 countries around the world, including Australia and Coopers Brewery, which produces Carlsberg under licence in Australia, says the special red Carlsberg cans will be available in BWS and other liquor stores around mid-July.

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.