World Headlines PH | Carlsberg Asia brought football dreams to life last week as it rallied fans across seven countries for an electrifying celebration of Liverpool FC’s 2025 Pre-Season Tour. The festivities peaked in Hong Kong on July 26, where the Reds took on AC Milan, marking a week of non-stop excitement, unforgettable fan moments, and iconic brand activations.
What’s New?
Carlsberg’s massive regional campaign spanned Cambodia, Mainland China, Hong Kong, Malaysia, Myanmar, Singapore, and Vietnam — uniting passionate supporters through a shared love for The Reds. From jaw-dropping installations and exclusive beer promotions to rare appearances by Liverpool legends, the brand proved once again it knows how to stir fan spirit with style.
One of the campaign’s most talked-about features? The launch of the limited-edition Miracle Can, a tribute to Liverpool’s legendary 2005 Istanbul comeback. Fans everywhere snatched it up as a symbol of resilience and pride — turning a beer can into a cultural keepsake.
According to Arindam Varanasi, Commercial VP of Carlsberg Asia, “This campaign ignited football passion across cultures, showing the strength of Carlsberg and Liverpool FC’s shared legacy. The energy in Hong Kong and other cities showed how powerful immersive brand activations can be when executed with creativity and heart.”
A Hong Kong Takeover for the Ages
The heart of the campaign beat loudest in Hong Kong, where Carlsberg pulled off a showstopping series of activations. On the iconic Avenue of Stars, the “Walk of Fame” exhibition honored Liverpool FC’s rich history and fanbase with a bold CHAMPIONS lightbox against the dramatic Victoria Harbour skyline — a magnet for selfie-happy supporters.
But that was just the start. A Carlsberg-decked sailboat featuring the brand’s signature hop leaf and Liverpool’s Liver Bird glided across the harbor, while an open-top “Champion” bus turned heads around the city. Lan Kwai Fong’s nightlife strip became a full-blown Reds sanctuary, hosting a Carlsberg-fueled party that fans won’t soon forget.
And just when things couldn’t get more legendary, LFC icons Sami Hyypiä, Jerzy Dudek, Lucas Leiva, and Niamh Fahey made surprise appearances, delivering heartfelt thanks and sharing what the club means to them personally.
Jeff Chong, Director of International Premium Brands at Carlsberg Asia, summed it up: “We tapped into something bigger than a tour — we tapped into community, passion, and legacy. The fan response proved that this wasn’t just a marketing event — it was a movement.”
About the Company
Carlsberg Group was founded in 1847 by brewer J.C. Jacobsen and has grown into one of the world’s top brewery giants, operating in over 125 markets with 37,000+ employees. Its purpose — brewing for a better today and tomorrow — underpins both its sustainability efforts and its commitment to people, planet, and progress.
Carlsberg Asia operates across eight fast-growing markets: Cambodia, Mainland China, Hong Kong S.A.R., Laos, Malaysia, Myanmar, Singapore, and Vietnam. With 34 breweries and a team of around 12,000, it continues to expand its footprint through creative campaigns and fan-first experiences.
Source: PR Newswire
