Carlsberg Malaysia celebrates Liverpool’s long overdue English Premier League win by turning “Red”.
To celebrate Liverpool FC’s historic and well-deserved Premier League win, Carlsberg Malaysia is giving fans a chance to raise their glasses towards Probably the Best Football Club in the World with the Red Champions Kit – a virtual Red Keg they can purchase for RM500 that comes with two limited-edition Liverpool FC Carlsberg glasses and 100 Carlsberg beers they can redeem and share at participating bars, restaurants and bistros nationwide together with friends and fellow supporters of the Reds.
The virtual Red Keg is limited to the first 100 fans only who are registered users of Adopt a Keg, another initiative by Carlsberg Malaysia that rewards consumers with free draught beer at
participating outlets, helping F&B businesses come back stronger when the social distancing restrictions are lifted.
Virtual kegs from Adopt a Keg and the Red Champions Kit can be redeemed at up to 10 glasses a time from participating outlets, and virtual keg balances can also be shared digitally with other users on Adopt a Keg.
“Since the inception of the Premier League in 1992, Carlsberg has stood with Liverpool FC from the very beginning with the longest
partnership in league history – currently 28 consecutive seasons.
“To reward the loyalty of Carlsberg and Liverpool FC fans as well as our trade customers who have supported our winning drive and Probably the Best Beer in World that ‘Just Keeps Getting Better’, the introduction of this exclusive virtual Red Keg commemorates our partnership with Liverpool FC so fans can share and celebrate responsibly together with supporters throughout Malaysia in anticipation of that momentous trophy lifting next month.” said Stefano Clini, Managing Director of Carlsberg Malaysia.
Leading up to Liverpool FC’s definitive league win, Carlsberg also rewarded die-hard fans through a contest on its Facebook page where the 30 most creative photo and caption submissions won a virtual keg of 100 Carlsberg beers each to share. The contest ran from 15 to 21 June collecting heartfelt fan tributes and memories from all over Malaysia celebrating Liverpool FC’s historic march towards victory.
Not long after Carlsberg announced its record-breaking sponsorship of Liverpool FC last year to an extended 31 consecutive seasons, Liverpool had an iconic European Cup triumph in June 2019 in the finals against Tottenham Hotspur FC. The win was made sweeter with the introduction of the limited-edition Carlsberg Red Barley, a visually stunning beer where the bottle, label, cap, and even the beer itself is a crimson red, created as a homage to legendary manager Bill Shankly’s winning inspiration to have his players wear all red.
Carlsberg Malaysia encourages consumers to celebrate responsibly by not drinking and driving and practicing social distancing when enjoying their virtual Red Keg and Adopt a Keg redemptions, which are only open to non-Muslims above the age of 21 years.