Carlsberg in partnership with Liverpool FC brings the global Miracle of 2005 campaign to India, giving fans access to the best in football through product, experience, and probably the best rewards.

27^th October 2025, India: To mark the 20th anniversary of Liverpool FC’s iconic Miracle of 2005, Carlsberg India has launched a Carlsberg Smooth Limited-Edition ‘Miracle of 2005’ Can in India, inspired by the unforgettable night when Liverpool FC came back from 3–0 down to lift the UEFA Champions League trophy. The launch is part of a larger campaign titled ‘Live the Miracle’, designed to relive and celebrate probably the greatest comeback in football history.

The can design blends 2 iconic colors – the Liverpool FC red and the Carlsberg green, featuring time stamps of the defining moments from that game – bringing alive the highs, the lows, and the miracle comeback itself. Launched in Maharashtra, Karnataka and Goa, fans can relive the spirit of that night, one sip at a time.

🎥 [Embed Can Launch Video] LINK

This Limited-Edition ‘Miracle of 2005’ can launch is just the beginning of Carlsberg India’s ‘Live the Miracle’ campaign, embedding the brand in shaping football culture in India. Through the campaign, consumers can step into Jerzy Dudek’s shoes in an online game accessed via Carlsberg India’s Instagram bio or QR codes on POSM, with chances to win exclusive rewards like - limited edition Carlsberg x Liverpool FC merchandise, invites to a special screening in Mumbai with club legends, and a once-in-a-lifetime all-expense-paid trip to Anfield for a grand experience.

🎥 [Embed Contest Launch Video] LINK

🎥 [UTM Tagged Link Game Microsite] LINK

Beyond the game, the campaign creates unforgettable fan moments—immersive experiences in Mumbai where supporters meet Liverpool FC legends, and for select winners, the ultimate reward: a VIP visit to Anfield featuring behind-the-scenes access, matchday experiences, and personalized memorabilia.

Together, these touchpoints celebrate the Miracle of 2005 while deepening the connection between Carlsberg, Liverpool FC, and Indian football fans.

Partha Jha – Vice President, Marketing at Carlsberg India said:

“The Miracle of 2005 is more than just a football match – it’s a story of resilience, hope, and passion. With ‘Live the Miracle’ campaign we are not just commemorating the Miracle of 2005, we are we are bringing it alive for football & LFC fans in India today. This campaign is about giving fans access to the best in football - which means unlocking experiences that go far beyond watching the game: from once-in-a-lifetime experience at Anfield, to celebrating and watching a match screening alongside Liverpool FC legends, to owning exclusive Carlsberg x Liverpool FC memorabilia. Carlsberg has always stood by Liverpool FC in its most iconic moments, and now Indian fans can truly be part of that legacy.”

About Carlsberg x Liverpool FC Partnership

Carlsberg and Liverpool FC share one of the most iconic partnerships in football, dating back to 1992 — the same year the Premier League was founded. What began as a sponsorship soon became part of football heritage, with Carlsberg appearing on Liverpool’s jersey during some of the club’s most historic triumphs, including the 2001 treble and the unforgettable 2005 Champions League victory.

Many of Liverpool’s greatest legends, including Steven Gerrard, made their debut wearing the Carlsberg logo—cementing the brand as part of the club’s DNA. Over three decades later, the partnership continues stronger than ever, recently extended until 2034, making it one of the longest-running collaborations in world football.

Built on shared passion, respect, and a commitment to bringing fans closer to the game, the Carlsberg–Liverpool FC partnership remains a true symbol of football heritage.

About Carlsberg India

Carlsberg India is a subsidiary of the Carlsberg Group, one of the world’s most respected brewing companies, headquartered in Denmark and governed by the Carlsberg Foundation – a unique ownership model that reinvests dividends into advancing science, art, and sustainability worldwide.

Since its establishment in 2007, Carlsberg India has become a leading player in the premium and super-premium beer segment. The company operates seven state-of-the-art breweries and partners with several contract manufacturers to ensure wide availability and consistent quality. Its portfolio includes Carlsberg Smooth, Carlsberg Elephant, Tuborg Green, Tuborg Strong, Tuborg Ice Draft, Tuborg Classic, and the iconic 1664 Blanc.

Carlsberg’s legacy of innovation includes the invention of the pH scale and groundbreaking work in yeast purification, shaping modern brewing science. This pioneering spirit continues to guide Carlsberg India’s brewing philosophy today.

Guided by its ESG commitments under Together Towards ZERO and Beyond, Carlsberg India is working towards a ZERO Carbon Footprint, ZERO Water Waste, ZERO Packaging Waste, ZERO Irresponsible Drinking, and a ZERO Accidents Culture, while also supporting regenerative agriculture to reduce farming’s environmental impact.

With a blend of heritage, innovation, and sustainability, Carlsberg India remains dedicated to brewing for a better today and tomorrow.