Soccer fans have scored the first limited edition Carlsberg Liverpool FC Champions cans released in Australia.
The special cans of Carlsberg Pilsner mark Liverpool FC winning this year’s English Premier League title.
Almost 100 Liverpool FC fans who had pre-purchased celebration cans gathered at the Highway Hotel at Plympton in Adelaide this morning, where the first delivery was made to the Thirsty Camel bottle shop.
The limited-edition 500ml champions cans are being released in 25 countries around the world by Carlsberg, Liverpool FC’s long-standing sponsor.
The fans, most of them displaying Liverpool FC team colours, began gathering at the hotel from early morning with some driving up to five hours to get there.
Approximately 20,000 cartons have been produced for the Australian market under licence by Coopers Brewery and are now bound for liquor stores around Australia.
Coopers Director of Marketing and Innovation, Cam Pearce, said The Highway had been inundated with pre-sales for the Carlsberg Liverpool FC cans and the decision had been made to send the first shipment to the hotel to meet that demand.
“The cans are now being rolled-out to major liquor wholesalers and selected venues around Australia,” he said. “Given the extreme level of interest, we don’t expect they will be available for long.”
The limited edition packaging sees Carlsberg switch its iconic green colour to Liverpool FC’s equally iconic red. The “champions cans” features Liverpool FC’s crest, player signatures and replaces the words “1847 onwards” (a reference to Carlsberg’s 173 year heritage) with the words “Champions, 2020 onwards”. The cartons and cluster packs are also red.
“The cans will be a great addition to the pool rooms and man-caves of Liverpool FC supporters across Australia,” Pearce said.
Pictured main: Kirsty Woodlands, an Adelaide Liverpool FC supporter.
