Photo: Kirsty Woodlands, Adelaide Liverpool supporter
Fans of English Premier League football team Liverpool FC are celebrating being the first in Australia to receive special champions cans of Carlsberg Pilsner to 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.
The red, limited-edition 500 ml 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, Mr Cam Pearce, said The Highway had been inundated with pre-sales and the decision had been made to send the first shipment of cans 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,” Mr Pearce said.
The Highway Hotel’s Venue Manager, Mr Darren Paech, said special arrangements were put in place to ensure supporters receive their orders while still maintaining social distancing requirements.
“We are extremely happy that we will be the first venue in Australia to offer the cans,” he said.
“It’s a big win for us, our customers, Carlsberg and Liverpool FC fans.”
Liverpool FC was the run-away winner of the English Premier League, wrapping up the title in June with seven matches still to play.
Carlsberg’s partnership with Liverpool FC is the longest in the Premier League, spanning 27 seasons.
The cans are expected to sell for around $65 per carton.