Carlsberg unveils ‘champions can’ after Liverpool’s Premier League victory

Carlsberg has released limited-edition cans of beer to celebrate the victory of Liverpool Football Club in the English Premier League.

The Denmark-based global brewer, which has been the main sponsor of the club for almost 30 years, replaced the usual green livery with a red design to reflect the shirt colour of the victorious team. The cans are emblazoned with the club’s logo and signatures of players. 

The packaging also replaces the cans’ “1847 Onwards” motto, referring to the year Carlsberg was founded, to “Champions, 2020 Onwards”. The “champions can” will be sold in 25 countries including Australia, the US and Malaysia, according to the brewer.

Liverpool won the league for the first time since the early 1990s in a season that had looked likely to be curtailed by the coronavirus outbreak. Fans were unable to celebrate at the club’s Anfield ground because matches were resumed earlier in June behind closed doors. The competition was decided when Liverpool’s closest rival in the league, Manchester City, was beaten by Chelsea. With too few games left for the points gap to be closed, Liverpool was crowned champions.

“We’re delighted to be celebrating the team’s incredible season together with Liverpool FC fans across the world,” said Carlsberg’s head of global sponsorship Louise Bach on the brewer’s website. “Our role is to make football even better for the fans, and hopefully this will make their celebrations even sweeter.”