Carlsberg Malaysia celebrates Liverpool FC’s historic and long-awaited
league win with an exclusive Red Champions Kit just for fans

SHAH ALAM, 26 June 2020 – This year, Liverpool FC will make Premier League history by lifting the trophy for its very first time since the league began in 1992.

During the 2019/2020 season, Liverpool FC stunned football fans with an electrifying run of 18 consecutive wins, an unbeaten 22 consecutive home wins and a record 25-point lead in the table before the season was suspended due to the global Covid-19 pandemic, a wise move for health and safety but a disappointment to fans who thought the chance for a long-awaited crowning would prove elusive if the season was ultimately cancelled.

However, since the season’s resumption, the Reds have won the title with seven matches to spare when Manchester City dropped points at Chelsea last night and after Liverpool FC’s victory over Crystal Palace on Wednesday evening. It is an incredible milestone for the Reds who now have a confirmed and unassailable lead towards lifting the coveted Premier League championship trophy.

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.

Stefano Clini, Managing Director of Carlsberg Malaysia, said, “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.”

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.

For more details, visit the Carlsberg MY Facebook page at www.facebook.com/CarlsbergMY or www.probablythebest.com.my. Fans wishing to register for Adopt a Keg can do so at
adoptakeg.carlsberg.com.my.