Marking 20 years of Liverpool’s iconic Champions League comeback, Carlsberg’s ‘Live the Miracle’ campaign brings exclusive rewards and experiences for Indian fans
Carlsberg India, in partnership with Liverpool FC, has unveiled the Carlsberg Smooth Limited-Edition ‘Miracle of 2005’ Can to commemorate the 20th anniversary of one of football’s greatest comebacks — Liverpool’s 2005 UEFA Champions League triumph. The launch forms part of Carlsberg’s ‘Live the Miracle’ campaign, which aims to give Indian fans an immersive experience celebrating this unforgettable sporting moment.
The limited-edition design merges Liverpool’s iconic red with Carlsberg’s signature green, featuring timestamps of key moments from that legendary night when Liverpool fought back from 3–0 down to win on penalties. The cans will be available across Maharashtra, Karnataka, and Goa, inviting fans to relive the “Miracle of Istanbul” — one sip at a time.
The ‘Live the Miracle’ campaign is designed to engage football enthusiasts across India with interactive and exclusive experiences. Fans can participate in an online game—accessible through Carlsberg India’s Instagram bio or via QR codes on in-store displays—for a chance to win limited-edition Carlsberg x Liverpool FC merchandise, access to a special Mumbai screening with Liverpool legends, and an all-expense-paid trip to Anfield.
The campaign also includes immersive fan experiences in Mumbai, where winners will get to meet Liverpool FC legends and participate in VIP events. The highlight of the rewards is an unforgettable visit to Anfield, offering behind-the-scenes access, matchday experiences, and personalised memorabilia.
Partha Jha, Vice President – Marketing, Carlsberg India, said, “The Miracle of 2005 is more than just a football match – it’s a story of resilience, hope, and passion. With the ‘Live the Miracle’ campaign, we’re bringing that spirit alive for football and LFC fans in India today. This is about giving fans access to the best in football—unlocking once-in-a-lifetime experiences at Anfield, celebrating with Liverpool FC legends, and owning exclusive Carlsberg x Liverpool FC memorabilia.”
Carlsberg x Liverpool FC: A Legacy of Partnership
Carlsberg and Liverpool FC share one of football’s longest and most iconic partnerships, dating back to 1992—the year the Premier League was founded. The brand’s logo appeared on Liverpool’s jerseys during the club’s greatest triumphs, including the 2001 treble and the 2005 Champions League victory. In 2024, the partnership was extended until 2034, cementing over three decades of shared football heritage and passion.
A subsidiary of the Denmark-based Carlsberg Group, Carlsberg India has been a key player in the premium and super-premium beer segment since 2007. The company’s portfolio includes Carlsberg Smooth, Carlsberg Elephant, Tuborg Green, Tuborg Strong, Tuborg Classic, and 1664 Blanc. With seven breweries nationwide, Carlsberg India continues to blend innovation, sustainability, and craftsmanship under its global ESG vision “Together Towards ZERO and Beyond.”
Through its ‘Live the Miracle’ campaign, Carlsberg continues to bring football, fans, and heritage together—celebrating a story that remains timeless, both on and off the pitch.
