Packaging And Design

Carlsberg Launches Limited Edition ‘Champions Can’

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Brewing giant Carlsberg has launched a limited edition ‘champions can’ to celebrate Liverpool FC’s Premier League title win.

The ‘champions can’ will be available in 25 countries across the world, including Australia, China, India, Ireland, Malaysia and the USA.

Customers can grab the limited-edition celebratory packs in select stores or via social media competitions over the coming weeks.

Liverpool FC were confirmed Premier League champions last night (25 June) as Manchester City dropped points at Chelsea.

The Design

The ‘champions can’ will feature Liverpool FC’s iconic red colour and crest along with players’ signatures.

In addition, the words ‘1847 onwards’, which refers to Carlsberg’s 173-year heritage, will be replaced with ‘Champions, 2020 onwards’.

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.”

Long-Standing Partnership

Carlsberg has partnered with Liverpool FC for 27 seasons – the longest brand partnership in the Premier League.

In 2019, the brewer worked with its brewmasters and scientists at the Carlsberg Research Laboratory in Copenhagen to develop a 'red beer' for Liverpool FC fans.

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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