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Carlsberg to Announce New Liverpool-Inspired Libation

You had me at Carlsberg. Liverpool is just a very big bonus.

Liverpool sign new sponsorship deal with Carlsberg Photo by Gary M. Prior/Getty Images

For nearly twenty years, Liverpool and Carlsberg were nearly synonymous. In the longest-lasting shirt sponsorship deal in Premier League history, beginning in 1992 and going until the 2010-11 season, the Reds proudly displayed the name of the Danish brewery across their chests.

There were some damned good memories during that run, including, of course, the Treble season and Istanbul. That the current deal with Standard Charter bank was accompanied by the Hodgepocalypse only strengthens the nostalgia for the Carlsberg days.

Despite being displaced as the main shirt sponsor, Carlsberg has remained an official club sponsor ever since. Now, after 25 years of sponsorship, the brew that calls itself “Probably the best beer in the world” is teasing the release of a Liverpool-inspired beer.

I don’t know what the “red hops experiment” could possibly mean, but I’m eager to give it a try. And if it has the stamp of approval from our beer-loving German manager, all the better. Doubleplusgood if Kloppo stars in a commercial with Mads Mikkelsen.

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