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29th June 2020


Carlsberg is celebrating Liverpool FC’s Premier League title win by launching a limited edition ‘champions can’ for fans in 23 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 night 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.

Fans in the UK can be in with a chance to win the ‘champions can’ and Liverpool glass chalice in the coming weeks through an online giveaway.

A celebratory pack will also be made available in 23 countries including Australia, China, India, Ireland, Malaysia and the USA who will be able to find the limited-edition celebratory packs in selected stores over the coming weeks.

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.”

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.

Find out more about Carlsberg’s partnership with Liverpool FC at



For more information about this story, please contact:

Kayleigh Ross,

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

About Carlsberg Group: The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. Its flagship brand – Carlsberg – is one of the best-known beer brands in the world, and the Baltika, Carlsberg and Tuborg brands are among the eight biggest brands in Europe. Around 41,000 people work for the Carlsberg Group and its products are sold in more than 150 markets. Find out more at

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.