Carlsberg cashes in on Liverpool’s premier league title

Fans of English Premier League football team Liverpool FC are celebrating being the first in Australia to receive special champions cans of Carlsberg Pilsner to mark Liverpool FC winning this year’s English Premier League title.

The red, limited-edition 500 ml champions cans are being released in 25 countries around the world by Carlsberg, Liverpool FC’s long-standing sponsor.

The fans, most of them displaying Liverpool FC team colours, began gathering at the hotel from early morning with some driving up to five hours to get there.

Approximately 20,000 cartons have been produced for the Australian market under licence by Coopers Brewery and are now bound for liquor stores around Australia.

Coopers Director of Marketing and Innovation, Mr Cam Pearce, said The Highway had been inundated with pre-sales and the decision had been made to send the first shipment of cans to the hotel to meet that demand.

“The cans are now being rolled-out to major liquor wholesalers and selected venues around Australia,” he said. “Given the extreme level of interest, we don’t expect they will be available for long.”

The limited edition packaging sees Carlsberg switch its iconic green colour to Liverpool FC’s equally iconic red. The “champions cans” 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 cans are expected to sell for around $65 per carton.