To mark the departure of legendary Liverpool FC manager Jürgen Klopp, Carlsberg has teamed up with ERDINGER Weissbräu to release a celebratory beer – one for every game he has been in charge.
In total, 491 75cl beers will be sold through Graham Budd on May 16th with all proceeds going to the LFC foundation, the official charity of Liverpool Football Club, to support the important work it does in and around the city of Liverpool.
The Believers Brew name draws inspiration from Klopp’s first press conference, in which the manager promised to turn “Doubters to Believers”, a promise he undoubtedly fulfilled. The beer uses signature ingredients from both breweries in an even split, 50% ERDINGER signature wheat malt, 50% Carlsberg signature pilsner malt and yeasts from both businesses in the two-stage brewing process, it also uses a proportion of unique Red Barley.
The Believers Brew is a unique, red beer combines the best of Danish and German brewing traditions. The beer has a smooth mouthfeel from the use of wheat malt and clear notes of passionfruit from the use of red barley.
Created using 50% ERDINGER Signature Wheat Malt, 50% Carlsberg Signature Pilsner Malt and Red Barley, the beer is bottle conditioned which gives it a champagne like and vibrant kick.
Each bottle in the batch of 491 will be numbered, linking back to individual, official fixtures that he has managed. Some of the most notable bottles include:
Bottle 206
Liverpool FC 4-0 FC Barcelona
UEFA Champions League, 7th May 2019, Anfield, Liverpool
Bottle 208
Liverpool FC 2-0 Tottenham Hotspur FC
UEFA Champions League, 1st June 2019, Metropolitano Stadium, Madrid
Bottle 264
Liverpool FC 5-3 Chelsea FC
Premier League, 22nd July 2020, Anfield, Liverpool
With Carlsberg a proud partner of Liverpool FC for over 30 years and Jürgen Klopp an ERDINGER Weissbräu ambassador since 2020, the collaboration between the brands is a move rarely seen in the drinks industry.
Louise Bach, Global Sponsorships Director at Carlsberg said: “At Carlsberg, we never stand alone. We stand with our partners and we are incredibly proud of our over 30-year partnership with Liverpool FC. Curiosity is a key value of ours, and football is arguably one of the most curious sports out there, with progression and improvement a constant aim. It has been a pleasure to watch Jürgen’s journey over the last nine seasons. What better way to celebrate such an icon than creating something truly unique, collaborating with ERDINGER Weissbräu and raising money for a brilliant cause in the process.”
Dr Stefan Kreisz, Chairman of the Management Board at ERDINGER Weissbräu said: “ERDINGER Weissbräu and Jürgen have enjoyed an excellent partnership for four years. With his passion, his demand for absolute quality and his enjoyment of life, he is a perfect fit for us. He is a role model in Liverpool and around the world for what can be achieved as a team. So, it’s all the better that we can honour this great achievement in a very special way in collaboration with Carlsberg. With our shared passion for brewing, we have created something that will bring enjoyment to the lives of many people. Both to those who buy a bottle at auction and to all those who are supported by the fantastic work of the LFC Foundation.”
The auction will start on May 16th through Graham Budd. The starting bid for each beer has been set at £5. All auctions will end on 30th May.
