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Carlsberg releases its iconic, limited-edition Liverpool FC 'Champions' can in the UK

Carlsberg has fantastic news for fans of Liverpool FC as it releases its iconic, limited-edition ‘Champions’ can in the UK to celebrate the team winning its first title in 30 years.

Just when fans thought things couldn’t get better this season, the brewer is making 200,000 limited-edition cans available for sale in the UK, for the first time, through a new online web shop ‘Pour To Door’ selling directly to fans, timed to coincide with Liverpool FC holding aloft the Premier League trophy on 22 July when they play Chelsea FC.

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’.

The can has been hugely popular with fans all around the world in 23 countries including Australia, China, India, Ireland, Malaysia, the USA – and now Liverpool FC’s home, the UK.

Liam Newton, VP Marketing, Carlsberg UK: “It has already been an incredible season for the club, and we wanted to play our part in making the Premier League trophy lift even better for the fans. The reaction to the limited-edition can has been phenomenal and we’re delighted to make it available to Liverpool FC fans here in the UK.”

Carlsberg’s ‘Champions’ can will go on pre-sale at 10pm this evening 22 July – timed to coincide with the team lifting the Premier League trophy – as an online exclusive selling directly to fans aged 18+ at www.pourtodoor.co.uk in 24 x 500ml can pack format, priced at £48.00 including delivery. The beer is a lager ALC 5% ABV brewed in Denmark.

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.

For more on Carlsberg’s partnership with Liverpool FC visit: https://www.carlsberg.com/en/liverpool-fc-carlsberg/.

Notes to Editors:

About Carlsberg

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. Find out more at carlsberg.com.

About Carlsberg UK

Carlsberg UK brews and sells premium quality beers, including Carlsberg Danish Pilsner, Carlsberg Expørt, Poretti, and Tetley’s, as well as holding the UK brand license for San Miguel, Mahou and the Brooklyn Brewery craft beer portfolio, which includes Brooklyn Lager and Brooklyn Defender. To find out more about the company, its brands, its sustainability work and how to become a customer, visit: www.carlsberguk.co.uk or follow the story on Twitter @CarlsbergUKCorp.

About Liverpool Football Club

Founded in 1892, Liverpool FC is one of the world’s most historic and famous football clubs, 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.

As a socially responsible Club, Liverpool FC is proud of its heritage and plays a proactive role in its communities through its official charity, Liverpool FC Foundation, which aims to create life changing opportunities for children and young people in Merseyside and beyond, and the Red Neighbours programme, which creates events and experiences specifically aimed at improving the lives of those living in and around the Anfield area (L4, L5 and L6).

Liverpool FC is a global brand and works with leading edge commercial partners around the world providing unparalleled commercial opportunities.

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