Brewery celebrates Premier League champs with limited-edition look

A HISTORIC moment, a long-awaited achievement. Words can hardly describe the euphoria that fans throughout the world felt when Liverpool finally lifted the Premier League trophy for the first time since the Premier League was formed in 1992.

This coincided with another long-anticipated moment for local fans of football and Probably the Best Beer in the World.

As a tribute to the new champions of England, Carlsberg Malaysia is celebrating Liverpool’s Premier League trophy lifting by launching a limited-edition “Champions” packaging across all its Carlsberg Danish Pilsner cans and bottles, switching its iconic green colour to Liverpool’s equally iconic red.

The once-in-a-lifetime Champions packaging features Liverpool’s crest, name and 13 personal signatures of manager Jurgen Klopp, captain Jordan Henderson, vice-captain James Milner and players Alex Oxlade Chamberlain, Roberto Firmino, Dejan Lovren, Fabinho, Virgil Van Dijk, Alisson, Andy Robertson, Joel Matip, Adam Lallana, and Gini Wijnaldum.

Malaysia is one of more than 20 Carlsberg markets celebrating Liverpool’s new champion status with the limited-edition look.

Exclusively for Malaysia, Carlsberg Smooth Draught will also be dressed in the Champions packaging with a mirrored red, white and silver look, complementing the all-red Carlsberg Danish Pilsner Champions packaging as a collectible set.

Carlsberg Malaysia managing director Stefano Clini said, “Since our global announcement of the Champions packaging, we have been inundated with enquiries and requests about its availability in Malaysia.

“We are glad to announce that the long wait is finally over — both for the trophy and our special-edition beers — and that we are going all out and painting the town red with a limited run of red cans and bottles specially created to celebrate Liverpool’s historical Premier League win, ” he said.

Their partnership with Liverpool stretches all the way back to 1992 and is the longest standing in league history.

“Just like our global heritage, the passion evident in Anfield echoes the loyalty of our fans and our supporters who have supported our winning drive.

“Nearly 30 years on, we raise a glass to the fans, our consumers, trade partners, supporters and the newly crowned

Premier League champions. You’ll Never Walk Alone!”

As an added celebratory gesture, the brewery here is offering an additional 100 Red Champions Kits — a virtual Red Keg consumers can purchase for RM500 that comes with two limited-edition Liverpool Carlsberg glasses and 100 Carlsberg beers that they can redeem and share at participating bars, restaurants and bistros nationwide.

The previous run of 100, offered when Liverpool set an unassailable lead towards the championship, sold out within two weeks.

The limited-edition cans and bottles are already on shelves as of this month.

Carlsberg will be announcing more consumer promotions this month in conjunction with the Champions can and bottles, including the chance to win exclusive Champions box sets and signed Liverpool jerseys.

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