Carlsberg Pilsner is marking this year’s Liverpool FC English Premier League title win with its limited edition cans to celebrate. Australians are among the first in the world to receive the cans.
Around 100 Liverpool FC fans who had pre-purchased the Carlsberg cans gathered at Adelaide’s Highway Hotel to collect their first delivery at the start of July. 20,000 cartons have been produced in Australia under the licence by Coopers Brewery.
The red, limited-edition 500ml cans are being released in 25 countries around the world by Carlsberg, a long-standing sponsor of the football club, which has switched its iconic green brand colour to the team’s red for the cans.
“The cans are now being rolled-out to major liquor wholesalers and selected venues around Australia,” Coopers director of marketing and innovation Cam Pearce said.
“Given the extreme level of interest, we don’t expect they will be available for long.”
Carlsberg’s partnership with Liverpool FC is the longest in the Premier League, spanning 27 seasons.
The limited edition Carlsberg x Liverpool FC cans are now available for purchase for RRP $65.00 per carton.