●491 bottles of Believers Brew, one for every game Jürgen Klopp has been in charge of LFC, to be sold at charity auction

●Auction begins on May 16th on Graham Budd Auctions with ALL proceeds donated to the LFC Foundation

●75cl bottles brewed using an even split of signature ingredients from each brewery, a move rarely seen in the beer industry

To mark the departure of legendary Liverpool FC manager Jürgen Klopp, Carlsberg has teamed up with ERDINGER Weissbräu to release a limited-edition celebratory beer - one for every official game he has been in charge of the Reds.

In total, 491 75cl bottles of Believers Brew will be sold with auctioneers Graham Budd from 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 creating life changing opportunities for the most underserved communities home and away.

Klopp’s nine-season tenure is full of momentous achievements on the pitch, with trophies in the Premier League, FA Cup, UEFA Champions League, FIFA Club World Cup, League Cup and more, as well as the club record for the longest unbeaten run in Premier League matches (44). The Normal One, as he is fondly known, has also received multiple personal accolades including Premier League Manager of the Season and FIFA World Coach of the Year twice.

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 2019, the collaboration between the brands is one rarely seen in the drinks industry. The partnership is particularly fitting when compared to Jürgen’s collaborative approach to management and testament to his admiration amongst not just Liverpool FC fans but all fans of football.

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.

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 on Graham Budd Auctions. The starting bid for each beer has been set at £5. All auctions will end on 30th May.

Auction link: https://believersbrew.grahambuddauctions.co.uk

Video Link: https://vimeo.com/946144464/ea503164d6?share=copy

ENDS

Media Enquiries:

Hope&Glory PR

020 3588 9700

carlsberg@hopeandglorypr.com

Notes to Editors:

The Believers Brew

●ABV: 8%

●Palate / Taste: This is a unique red beer that 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. The beer is bottle conditioned which gives it a champagne like and vibrant kick.

●Composition: 50% ERDINGER Signature Wheat Malt, 50% Carlsberg Signature Pilsner Malt, Red Barley

About Carlsberg Group:

Established in 1847 by brewer J.C. Jacobsen, the Carlsberg Group is one of the leading brewery groups in the world, with an attractive portfolio of beer and other beverage brands. With over 30.000 employees, and with a presence in more than 125 markets, the Group has a purpose of brewing for a better today and tomorrow. Doing business responsibly and sustainably supports that purpose – and drives the efforts to deliver value for shareholders and society. For further information, visit carlsberggroup.com

About ERDINGER Weissbräu

ERDINGER Weissbräu is the largest German family-owned wheat beer brewery, established in 1886 in the town of Erding, Bavaria, on the outskirts of Munich. The private brewery is also the home of the authentic Bavarian Lager from ERDINGER Brauhaus. For over 135 years, the outstanding quality of ERDINGER beers has been rooted in its passion for Bavarian brewing skills and the beers have always been brewed exclusively in Erding. Every bottle is filled according to the strictest quality standards before being distributed to its final destination in one of over a hundred different nations. For further information, visit int.erdinger.de

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