Carlsberg in partnership with Liverpool FC launches Carlsberg Smooth Limited-Edition ‘Miracle of 2005’ Can in India with the campaign ‘LIVE THE MIRACLE’

Carlsberg in partnership with Liverpool FC launches Carlsberg Smooth Limited-Edition ‘Miracle of 2005’ Can in India with the campaign ‘LIVE THE MIRACLE’, marking the 20th anniversary of probably the greatest comeback in the history of football.

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.

27th 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.

“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.”

Partha Jha – Vice President, Marketing at Carlsberg India