Carlsberg brews up fan fever with limited-edition Liverpool cans and HK activations

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Carlsberg is turning up the volume for Liverpool FC fans in Hong Kong with a fresh line-up of limited-edition merchandise and events, marking two major milestones for the Premier League giants.

As Liverpool clinches their 20th league title in the 2024/25 season, and the iconic “Miracle of 2005” comeback celebrates its 20th anniversary, Carlsberg, the club’s long-term official partner, has launched two commemorative cans: the “Carlsberg LFC the miracle 20 can” and the “Carlsberg LFC champions 2025 can".

The “Miracle 20 can” blends Liverpool’s signature red with Carlsberg’s green, tracing the legendary 2005 Champions League final comeback from a 3-0 halftime deficit. The design features key timestamps of that unforgettable match, inviting fans to relive the drama and euphoria two decades later.

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Meanwhile, the “Champions 2025 Can” celebrates Liverpool’s latest league triumph, emblazoned with the signatures of the 2024/25 squad.

These limited-edition cans drop ahead of Liverpool’s highly anticipated 2025 Asia pre-season tour. The Reds will headline the Hong Kong Football Festival 2025 at Kai Tak Stadium this July, facing off against AC Milan in a nostalgic rematch of that historic 2005 final.

To ignite fan excitement, Carlsberg is also rolling out the “Forever a miracle forever fans” lucky draw from 2 to 31 July, 2025. Shoppers spending HKD30 or more on select Carlsberg beers earn entries for a chance to win a VIP Liverpool FC experience in England.

Early registrants (2-15July) get an additional shot at instant prizes, including tickets to Liverpool’s Hong Kong events. Fans can also snag a "Carlsberg x Liverpool FC stainless steel double-layer beer tumbler" as an exclusive offline redemption.

Beyond the cans and giveaways, Carlsberg will activate a series of fan-focused events in Hong Kong this summer. Highlights include a “Walk of fame” exhibition along Tsim Sha Tsui promenade and a Liverpool FC-branded sailboat cruising Victoria Harbour, providing perfect backdrops for fan photos and social sharing. Liverpool legends will also make special appearances, adding star power to the festivities.

The campaign follows a flurry of Liverpool-themed activations in Hong Kong. Most recently, MTR Shops launched the city’s first official Liverpool FC pop-up in partnership with FanTown. Located at East Tsim Sha Tsui Station, the store features official and limited-edition merch, aimed at supporters and shoppers gearing up for the July festival.

Prior to that, Hong Kong Market jumped on the Liverpool bandwagon with the cheekily named “Beliverpool Market” (利記不海鮮), a seafood-themed concept zone that riffs on the club’s long-standing Cantonese nickname 海鮮波 (“seafood wave”). The pun nods to the unpredictable highs and lows of the team’s performance over the years, much like the market it now inspires.

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