Carlsberg India unveils ‘Miracle of 2005’ can

Carlsberg India has launched a Carlsberg Smooth Limited Edition ‘Miracle of 2005’ can to mark the 20th anniversary of Liverpool FC’s legendary UEFA Champions League comeback in 2005. The special edition is part of the brand’s new ‘Live the Miracle’ campaign, celebrating what is widely regarded as the greatest comeback in football history.

The can blends Liverpool FC’s iconic red with Carlsberg’s signature green and features timestamps of the key moments from the match, bringing alive the dramatic 3–0 turnaround. The limited-edition cans are now available in Maharashtra, Karnataka and Goa, allowing fans to relive the spirit of that unforgettable night.

The launch is the first chapter of Carlsberg India’s broader ‘Live the Miracle’ initiative, aimed at deepening its role in shaping football culture in India. As part of the campaign, consumers can step into Jerzy Dudek’s shoes through an online game accessed via Carlsberg India’s Instagram bio or QR-enabled POSM. Participants stand a chance to win exclusive Carlsberg x Liverpool FC merchandise, invitations to a special screening in Mumbai with club legends and an all-expenses-paid trip to Anfield.

The campaign also promises immersive fan experiences, including interactions with Liverpool FC legends in Mumbai and VIP access to Anfield for select winners, complete with behind-the-scenes tours, match day moments and personalised memorabilia.

With these touchpoints, Carlsberg celebrates the Miracle of 2005 while forging stronger connections with Liverpool FC supporters and football fans across India.

Partha Jha – Vice President, Marketing at Carlsberg India said, “With ‘Live the Miracle’ campaign we are not just commemorating the Miracle of 2005, 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 and 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.”