Carlsberg Red Barley
Category – Beer, lager, pilsner, bottled, 4.6% abv
Available – From this week
Location – The UK, initially at Liverpool FC’s stadium, then global roll-out to Carlsberg events in on-premise
Price – Not specified
Carlsberg has teamed up with longstanding sponsorship partner Liverpool FC to launch a limited edition variant with a red theme. Carlsberg Red Barley launches at the football club’s stadium later this week before rolling out to several markets in the on-premise channel.
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By GlobalDataThe pilsner lager has been produced by “brewmasters and scientists at the Carlsberg Research Laboratory in Copenhagen” and gets its red colour from a strain of barley.
“When we were set the challenge of brewing an all-red beer for Liverpool FC fans, … we knew it wouldn’t be easy,” said the head of the company’s research laboratory, Birgitte Skadhauge. “Unlike traditional red ales, the red colour of this pilsner comes from the outer-shell of the red barley variant – which has a relatively low climate-resistance and has therefore proved tricky to grow in the quantity we required for brewing. It’s taken over a year of experimentation, but we’re delighted that our team have finally been able to crack it.”
The beer will be available for a limited – albeit unspecified – period at Liverpool’s Anfield stadium, before appearing at Carlsberg-arranged events in the on-premise in countries including Denmark, Sweden, Vietnam, China, India and Hong Kong.
Carlsberg has been a sponsor of Liverpool for the past 26 seasons.
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