August 24, 2022

Carlsberg is launching limited edition cans to mark 30 years of one of the longest-standing partnerships in Premier League Football.

Louise Bach, head of global sponsorship for Carlsberg, said: “We are extremely proud to be celebrating 30 years as partners of Liverpool FC.”

The six new collections are inspired by some of the iconic kits from the Danish brewer’s era on the front of the Liverpool FC shirt.

The six packs also feature some of the most celebrated players in Carlsberg and Liverpool FC history including Ian Rush, John Barnes, Sami Hyypia, Robbie Fowler, Jamie Carragher and Luis Garcia.

The can designs bring in the millions of dedicated Liverpool fans in the form of the many songs sung not only at Anfield but also worldwide.

Bach added: “To share a journey for 30 years, through the ups and downs, is truly special and what better way to celebrate this by sharing something unique with the fans.”

Carlsberg celebrates 30 year partnership with Liverpool FC
Credit: Finn / Unsplash

Commenting on the 30 years anniversary, Ben Latty, Liverpool FC commercial director said: “It’s an iconic collaboration, and we consider them more than a partner.

“Carlsberg are 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 brilliant way to recognise this and reignite some fond memories for LFC supporters, reflecting on our great history together.”

The designs are created by Bristol based agency Taxi Studio and Everland from Copenhagen and beverage packs are available in select markets globally. 

During the 30 year partnership Liverpool FC have won all major trophies including the Premier League, Champions League, UEFA Cup, FA Cup, League Cup and Club World Cup.

Join us at SIAL Paris as exhibitor Join us at SIAL Paris as visitor