Carlsberg marks 20 years since Liverpool’s 2005 Champions League comeback
Carlsberg has released a limited-edition can to commemorate the 20th anniversary of Liverpool FC's 2005 Champions League final comeback - often dubbed the greatest football match of all time. The post Carlsberg marks 20 years since Liverpool’s 2005 Champions League comeback appeared first on The Drinks Business.
Carlsberg has released a limited-edition can to commemorate the 20th anniversary of Liverpool FC's 'legendary' Champions League final turnaround in 2005 - often dubbed the greatest football match of all time.
The Miracle Can, released to mark the comeback in Istanbul that saw Liverpool recover from a 3-0 deficit against AC Milan to win on penalties, features a design in Liverpool red and Carlsberg green. The brewer has also reunited three of the night's key players in a short film to mark the launch.
The Danish brewer, a long-time sponsor of the club, has also released a short film to support the launch. The video features former Liverpool players Jerzy Dudek, Sami Hyypiä and Vladimír Šmicer - all of who played in the final - with nods to their roles on the night.
The film opens with Hyypiä singing an operatic version of Allez Allez Allez, cuts to Šmicer kissing the can, and ends with Dudek catching it in the same gloves he wore during his decisive saves in he 2005 final.
Click here to watch.
The Miracle Can will be available in select retailers from 12 May. The campaign will also run across social media, online platforms, in-store activations and e-commerce channels.
Carlsberg and Liverpool FC renewed their partnership in 2023, extending it through to at least 2034. The brewer has sponsored the club since 1992.
Lynsey Woods, global brand director at Carlsberg, said: "At Carlsberg, we've stood side by side with Liverpool Football Club since 1992, sharing countless memorable moments together during an over 30-year partnership."
She continued: "The Miracle of 2005 stands out as an iconic chapter in that shared history. It's an occasion that resonates deeply with supporters across the globe and its why we wanted to commemorate this remarkable anniversary and create something in celebration of the passion and dedication of Liverpool FC fans everywhere."
"Blessed by Liverpool FC legends that were there on the night, we want our Miracle Can to bring hope for the future to fans across the globe and, hopefully, a few more miracles. Can they strike again? Probably."
The Miracle Can, released to mark the comeback in Istanbul that saw Liverpool recover from a 3-0 deficit against AC Milan to win on penalties, features a design in Liverpool red and Carlsberg green. The brewer has also reunited three of the night's key players in a short film to mark the launch.
The Danish brewer, a long-time sponsor of the club, has also released a short film to support the launch. The video features former Liverpool players Jerzy Dudek, Sami Hyypiä and Vladimír Šmicer - all of who played in the final - with nods to their roles on the night.
The film opens with Hyypiä singing an operatic version of Allez Allez Allez, cuts to Šmicer kissing the can, and ends with Dudek catching it in the same gloves he wore during his decisive saves in he 2005 final.
Click here to watch.
The Miracle Can will be available in select retailers from 12 May. The campaign will also run across social media, online platforms, in-store activations and e-commerce channels.
Carlsberg and Liverpool FC renewed their partnership in 2023, extending it through to at least 2034. The brewer has sponsored the club since 1992.
Lynsey Woods, global brand director at Carlsberg, said: "At Carlsberg, we've stood side by side with Liverpool Football Club since 1992, sharing countless memorable moments together during an over 30-year partnership."
She continued: "The Miracle of 2005 stands out as an iconic chapter in that shared history. It's an occasion that resonates deeply with supporters across the globe and its why we wanted to commemorate this remarkable anniversary and create something in celebration of the passion and dedication of Liverpool FC fans everywhere."
"Blessed by Liverpool FC legends that were there on the night, we want our Miracle Can to bring hope for the future to fans across the globe and, hopefully, a few more miracles. Can they strike again? Probably." 
