Carlsberg Launches First-Ever Local-Exclusive 2024 HK7s Limited Edition Can
Unite with LFC Legends for Hong Kong Stadium's Farewell Match

Hong Kong, March 1, 2024 - Mark your calendars for April 5 to 7 as the iconic Hong Kong Stadium prepares to host the grand farewell tournament of the 'Cathay/HSBC Hong Kong Sevens'! Carlsberg, the longstanding partner of Hong Kong China Rugby and the official beer brand of the Hong Kong Sevens, has joined forces with local digital artist, Isaac Spellman, to co-create the brand’s first-ever local-exclusive can art. Isaac's distinctive creative aesthetic breathes life into the farewell match on these exclusive cans, fusing a unique illustration style that blends retro and pop elements. Joining forces with fans from Hong Kong and around the world, this limited-edition can serves as a remarkable tribute to the final Cathay/HSBC Hong Kong Sevens at the iconic Hong Kong Stadium!

2024 HK7s Carlsberg Limited Edition Can Design Concept

The 2024 HK7s Carlsberg Limited Edition Can features the brand's iconic rich green colour, bold lines and vibrant colour tones, artfully reproducing Hong Kong Stadium's canopy and seating, representing the exhilarating energy of rugby 7s and the electrifying atmosphere within the stadium. As fireworks illuminate the sky, the rugby fans can come together to joyfully bid farewell to the last Hong Kong Sevens held at Hong Kong Stadium.

For the first time, Carlsberg presents a limited can that incorporates local elements. In a remarkable gesture, the brand's renowned slogan, 'By Appointment to the Royal Danish Court', has been uncommonly modified to 'By Appointment to the Rugby Fans of Hong Kong', making it an exceptional item for collectors.

Available at convenience stores from March 1, 2024.

LFC Legends and Hong Kong, China Rugby Team Unite to Celebrate Greatness Together

Carlsberg's enduring connection with sports continues as the brand proudly extends a special invitation to two esteemed Liverpool FC legends, David James and Sami Hyypiä. Representing the Liverpool FC, the two legends will join Carlsberg in Hong Kong for the thrilling Hong Kong Sevens, and engage in a jubilant celebration with devoted fans during the weekend. Breaking the boundaries between sports, the two legends will grace the Hong Kong Stadium, raising their glasses in a toast alongside fans from Hong Kong and worldwide, commemorating this remarkable international sporting spectacle. They will also engage at a skill showcase, joined by Hong Kong, China rugby players Max Woodward and Kyle Sullivan. Their interaction promises to be an extraordinary and not-to-be-missed experience. Stay tuned for more!

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About Carlsberg Brewery Hong Kong Limited

Carlsberg, established in 1847 by brewer J.C. Jacobsen, has become a leading brewery group in the world today with an extensive portfolio of beer and beverage brands across 150 markets and 40,000 staff. The beer portfolio of Carlsberg Brewery Hong Kong Ltd includes Carlsberg, 1664, Somersby and SKOL.    

With 175 years of long tradition in pioneering, curiosity and quenchless thirst for progress, Carlsberg will continue in remaining committed to brewing for a better today and tomorrow.