Carlsberg is enjoying a share of the limelight with its Red beer. The official sponsor of the football team at Liverpool has gone all Red to celebrate triumphant win at Anfield. The affordable luxury beer introduced all red variant in limited edition called the “Red Barley.” The label, bottle and brew are all in Red.
Supporters of the Merseyside club were over the moon after their historic win against Barcelona, sending them to the final of Champagne League. The alcohol brand curated the colourful beverage to celebrate their partnership.
It’s for the first time a red drink has been created by the brand to celebrate its long-running sponsorship. And fans can’t wait to raise a toast for victory.
The limited edition Red drink was served for free to club followers during a match against Huddersfield Town. As soon as Liverpool progressed to the final, demand for the Red brew soared in no time.
“The beer is made for the fans, and will be distributed internationally through local pubs and competitions after launching at the match itself. It will be available in the UK, Denmark, Sweden, Vietnam, China, India, and Hong Kong, “among others,” said Carlsberg.
The Red beer launched in limited numbers to commemorate former manager Bill Shankly’s decision to play in an all-red kit in 1964.
Former Liverpool FC forward, Ian St John, said: “When our boss, Bill Shankly, told us we were wearing all red, the players were 100% behind the decision, and it proved to be a great move. “He thought it would make us feel seven feet tall, and it really did give you the feeling of power. From then on, the all-red Liverpool kit has become iconic in world football.”
The limited edition 4.6% ABV pilsner gets its distinctive colour from using a barley variety that is naturally red, curated by barley experts at the Carlsberg Research Laboratory, famous for ground breaking discoveries including the pH scale and purified yeast.
“We will be grabbing the attention of UK drinkers and creating compelling reasons for them to experience the changes for themselves. This is all about getting drinkers to re-trial Carlsberg.” Said in their official statement.
Carlsberg’s partnership with Liverpool FC is the longest in the Premier League, spanning 26 seasons. In 2017, the Danish beer brand celebrated its 25-year anniversary by brewing a limited-edition beer with ‘red hops’, which used unique research and state-of-the-art technology to harness the fan atmosphere of 25 years of Liverpool FC matches.