UK/Denmark: Carlsberg turns iconic green color to red

Carlsberg is celebrating LiverpoolFC’s Premier League title win by launching a limited edition ‘champions can’ for fans in 25 countries across the world.

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’.

Liverpool FC were confirmed Premier League champions last Thursday as Manchester City dropped points at Chelsea, after Liverpool FC beat Crystal Palace on Wednesday evening. An incredible season sees them win the title with 7 matches to spare.

Liverpool's transformation has been extraordinary. Few thought that the club which once ruled English football for such a prolonged period that it became dynastic would ever again wear the crown. In October 2015, twenty-five years had gone by since the club last won a league title, when Jürgen Klopp, a German professional football manager  succeeded Brendan Rodgers as Liverpool boss, another championship felt as elusive as the unicorn.

Klopp lost three finals with Liverpool before winning the Champions League last year. And when Liverpool missed out on the title last season by a point there were those who wondered whether Klopp and his team could rebound from such agonizing failure. However now, after 30 years of waiting, Liverpool are once again England's dominant team and Carlsberg’s partnership with Liverpool FC which is the longest in the Premier League, spanning 27 seasons is now paying off.

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. 

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.”

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 BillShankly’s famous decision to turn the club’s kit all red – with the view that teams in red win more.

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