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Carlsberg unveils cans inspired by Liverpool FC legends

24 August 2022 By Louis Thomas

To mark 30 years of the brewer’s partnership with the Premier League side, Carlsberg has unveiled six limited edition packs celebrating some of the club’s most revered players, and the kits they wore.

The players commemorated on the eye-catching cans are: Ian Rush, John Barnes, Sami Hyypïa, Robbie Fowler, Jamie Carragher and Luis Garcia. Between them, the six amassed quite the trophy collection for the club, including three European Cups/Champions Leagues, five league titles and five FA Cups (though most of these were won before the partnership, during Rush’s dominance in the 80s).

Louise Bach, Carlsberg Group head of global sponsorship, said: “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.”

Liverpool FC commercial director Ben Latty also toasted the longevity of the “iconic” partnership, the longest in Premier League history, though Carlsberg ceased to be the main sponsor in 2010: “They’ve [Carlsberg] been 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 can designs, developed by Taxi Studies in Bristol and Everland in Copenhagen, play on the nostalgia, with each tin sporting one of the club’s strips worn by the players selected during a memorable moment, such as Carragher winning the UEFA Cup in 2001. The six limited edition packs will be launched in various markets in North America, Europe and Asia – but not the UK.

To mark the anniversary, Carlsberg released a new advert:

Though Liverpool were recently humbled by Manchester United at Old Trafford, leaving Jurgen Klopp’s team adrift without a win so far this campaign, Carlsberg’s results have been somewhat better.