Carlsberg and Liverpool Football Club Celebrates 30 Decades of Partnership with Iconic Limited-Edition Packs

To mark 30 years of the longest-standing partnerships in Premier League football, Carlsberg India is launching 5 limited editions of beer in cans inspired by some of the iconic kits on the front of Liverpool FC shirts from its rich association with the Danish brewer. The iconic special-edition cans will be first available in Maharashtra. The collection features some of the most celebrated players in  Liverpool FC history: Ian Rush, Sami Hyypiä, Robbie Fowler, Jamie Carragher, and Luis Garcia and the can design are inspired by the official player jersey from the memorable seasons of the past. These limited-edition cans feature Liverpool FC’s Liverbird, player name, and signature and draw the design inspirations from the memorable seasons of the past.

Partha Sarathi Jha, VP - Marketing, Carlsberg India said, “At Carlsberg  India, we are very excited to launch these iconic limited edition cans to celebrate 30 years of Carlsberg and  Liverpool FC, the longest-standing partnership in the Premier League. These limited-edition cans are a  testimony of our constant effort to provide innovative and unforgettable experiences for our consumers. These stunning cans will not only excite the football fans in India but will also drive community engagement among the beer consumers.”

Louise Bach, Global Sponsorship Director at Carlsberg Group stated, “We are extremely proud to be celebrating 30 years as partners of Liverpool FC. This partnership is deeply rooted in a shared set of values and goes way beyond a regular sponsorship. To share a journey for 30 years, through the ups and downs, is  truly special, and what better way to celebrate this than by sharing this unique launch with the fans.”

Ben Latty, Commercial Director, Liverpool FC added, “We are thrilled to celebrate 30 years of our partnership with Carlsberg. It’s an iconic collaboration, and we consider them more than a partner; Carlsberg is a true supporter of Liverpool Football Club. They’ve been a part of some of the club’s most memorable moments and we have a unique relationship. The new limited-edition packs are a wonderful way to recognize and reignite some fond memories for LFC supporters, reflecting on our great history together.”

The limited-edition designs are created by a Bristol-based agency, Taxi Studies and Everland from Copenhagen. These limited-edition packs will also soon be available in other states in India.