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Friday 10 July 2020

Australian beer lovers can toast Liverpool's triumph

Fans of English Premier League champions Liverpool are celebrating their team's triumph with a special beer release. 

Special "champions" cans of Carlsberg Pilsner have been released in Australia and close to 100 Liverpool fans who had pre-purchased cans gathered at the Highway Hotel at Plympton in Adelaide for the first delivery. 

The red, limited-edition 500ml cans are being released in 25 countries around the world by Carlsberg, Liverpool's long-standing sponsor. 

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 cans are now being rolled-out to major liquor wholesalers and selected venues around Australia.

"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’s equally iconic red. 

The “champions" cans feature Liverpool's crest, player signatures and replace 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.

Liverpool was the runaway winner of the English Premier League, wrapping up the title in June with seven matches still to play. Carlsberg’s partnership with Liverpool is the longest in the Premier League, spanning 27 seasons. 

The cans are expected to sell for around $65 per carton.

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