The brewer is extending its contract for a further two years after false speculation that it was planning to end the sponsorship deal.
The deal means significant exposure for both sides following Liverpool’s glittering Champions League Final win last week.
The club made history by scoring three goals in six minutes to level the scores against AC Milan, before going on to win the match 3-2 on penalties.
Gareth Roberts, Carlsberg UK Sponsorship Controller, said: “The Carlsberg and Liverpool relationship is one of the longest and most successful in football.”
The renewed contract will consist of a significant rights package with a global reach that includes the Far East, Scandinavia and Eastern European markets as well as the core markets of Western Europe.
Rick Parry, chief executive, Liverpool FC, said: “We have enjoyed an excellent relationship with Carlsberg and look forward to continuing that in the future.”
Carmel, Israel’s largest exporter of wine, has launched two new wines into the UK. Ramad Arad Sauvignon Blanc 2003 has an rsp of £6.25 and Carmel Limited Edition 2002 is £30. Also, its Vineyards Selected wines have been re-branded with silver metallic-finish labels on all the wines.
Heineken will renew its contract with UEFA to sponsor the Champions League for three more years, taking over sponsorship of the tournament from Amstel.
Cobra beer, famous for its association with curry, has become the latest brewer to launch a low-carb version. Cobra Lower Cal/ Lower Carb (rsp: £1.99) is a 4.4% abv beer, which has 94 calories for a 330ml bottle and half the carbohydrate content of an average lager.
Heineken drinkers are being offered the chance to win tickets to a range of global music events in New York, Spain, Montreux, Jamaica, Vietnam, Sydney and Singapore. Its World Gigs promotion will run until September 2005.
Fetzer, the Californian wine brand, is upgrading its five-year-old label design to improve shelf standout and give it a more premium image.
Badger Ales has created eight recipe cards for magazines to promote its ale as a cooking ingredient and to accompany foods in a link with six Dorset food providers.
Tesco is offering 10% off everything at Extra online, including deals on wine by the case. Deals on some wines include up to 50% off. Offers end on June 5.