Limited edition LFC Carlsberg packaging will be on Malaysian shelves this August

As an extraordinary tribute to the new champions of England, Carlsberg Malaysia is launching a limited-edition ‘Champions’ packaging across all its Carlsberg Danish Pilsner cans and bottles, switching its iconic green colour to Liverpool FC’s equally iconic red.

The moment Liverpool FC finally lifted the Premier League trophy for the first time since the Premier League was formed in 1992 was one that had fans around the world lost for words and drunk on euphoria. Wasting no time to celebrate this with a once-in-a-lifetime campaign is Probably the Best Beer in the world, Carlsberg. 

As a tribute to the new champions of England, Carlsberg Malaysia is launching a limited-edition ‘Champions’ packaging across all its Carlsberg Danish Pilsner cans and bottles, switching its iconic green to Liverpool FC’s iconic red. 

The highly anticipated Champions packaging also features Liverpool FC’s crest, name, and 13 personal signatures of manager Jurgen Klopp, captain Jordan Henderson, vice-captain James Milner, and players Alex Oxlade Chamberlain, Roberto Firmino, Dejan Lovren, Fabinho, Virgil Van Dijk, Alisson, Andy Robertson, Joel Matip, Adam Lallana, and Gini Wijnaldum.

“Since Carlsberg’s global announcement of the Champions packaging, we’ve been inundated with inquiries and requests about its availability in Malaysia,” said  Managing Director of Carlsberg Malaysia, Stefano Clini. “We’re glad to announce that the long-wait is finally over – both for the trophy and our special-edition Carlsberg beers – and that we’re going all out and painting the town red with a limited run of red Carlsberg cans and bottles created especially to celebrate Liverpool’s iconic Premier League win.”

Malaysia is one of more than 20 Carlsberg markets celebrating Liverpool FC’s new champion status with the limited-edition look. Exclusively for Malaysia, Carlsberg Smooth Draught – Probably the Smoothest Beer in the World – will also be dressed in the Champions packaging with a mirrored red, white and silver look, complementing the all-red Carlsberg Danish Pilsner Champions packaging as a collectible set. Carlsberg’s partnership with Liverpool stretches all the way back to 1992 and is the longest standing in league history.

“Just like our global heritage, the passion evident in Anfield echoes the loyalty of our fans and our supporters who have supported our winning drive and Probably the Best Beer in World that ‘Just Keeps Getting Better’,” Stefano said. “Nearly 30 years on, we raise a glass to the fans, our consumers, trade partners, supporters, and the newly crowned Premier League champions – You’ll never walk alone!”

Carlsberg Malaysia is also offering an additional 100 Red Champions Kits – a virtual Red Keg consumers can purchase for RM500 which comes with two limited-edition Liverpool FC Carlsberg glasses and 100 Carlsberg beers they can redeem and share at participating bars, restaurants and bistros nationwide. The previous run of 100, offered when Liverpool set an unassailable lead towards the championship, sold out within two weeks.

The limited-edition packaging for Carlsberg Danish Pilsner and Carlsberg Smooth Draught will be available in 320ml and 500ml cans, as well as both small and large bottles. Fans can expect the limited-edition cans and bottles to be on shelves and at their favourite outlets by August.