Believers Brew has been produced using Carlsberg’s “signature” pilsner malts and Erdinger’s “signature” wheat malt. A total of 491 75cl bottles – one for each match that Klopp has overseen as Liverpool manager – will be available in the UK from this week to 30 May through an auction, with all proceeds going to The LFC Foundation charity.
Carlsberg has been a team sponsor of Liverpool for around 30 years, while Klopp, whose last game in charge is this Sunday, has been a brand ambassador for Erdinger since 2020.
The starting bid for each lot has been set at GBP5 (US$6.30).
Speaking to Global Drinks Intel last month, the global brand director for Carlsberg’s namesake beer admitted that telling the story of the brand to consumers in its marketing has been “hard, because it’s really complicated”.
“Because of this beer, the pH scale exists,” said Lynsey Woods. “Because of this beer, insulin exists. Because of this beer, you can wash your clothes at 40°. The story’s too big, but it’s ultimately really good, for people.”
