Carlsberg elevates HK7s experience with exclusive 'First cheers edition'

In celebration of the recent opening of the Kai Tak Sports Park and the upcoming “Cathay/HSBC Hong Kong Sevens", Carlsberg has rolled out the HK7s 2025 limited-edition can, kicking off a city-wide frenzy celebration of the Sevens with the spirit of “Bigger house, bigger party”.

Carlsberg is set to elevate the HK7s experience with the debut of the event at the brand-new Kai Tak Stadium from 28 to 30 March. To mark this milestone, the limited-edition can named “First Cheers Edition" is available at convenience stores from 1 March 2025, inviting fans to raise their glasses and celebrate the grand event at the new venue, said a spokesperson from Carlsberg.

The can's design features Carlsberg's iconic rich green colour, with a rugby ball landing on the stadium, symbolising Carlsberg's role in bringing the Hong Kong Sevens tradition to the new venue, added the spokesperson. "Each year, Carlsberg introduces a uniquely designed HK7s limited-edition can, and this year’s 'first cheers edition' continues that tradition. The brand's usual slogan has been replaced with the Hong Kong-exclusive 'By appointment to the Rugby Fans of Hong Kong'.

In addition to the limited-edition can, Carlsberg will partner with various outlets to offer a series of exclusive premiums available both online and in stores. These partnerships will span bars, hotels, restaurants, and clubs across Hong Kong, extending the electrifying celebration of the HK7s beyond the stadium and throughout the city, said the spokesperson. "This initiative not only showcases Carlsberg's commitment to brewing great beer but also enhances the overall event experience, creating a unified brand presence that resonates with consumers."

From now until 31 March 2025, customers who enjoy three glasses (650ml) of Carlsberg smooth draught at Outback outlets can get a Carlsberg phone strap. Customers who accumulate the top three highest amounts of spending after dining at Outback outlets will each receive two HK7s single-day tickets.

From now until 31 March 2025, customers who enjoy three glasses (500ml) of Carlsberg Danish Pilsner or four bottles (330ml) of Carlsberg Danish Pilsner at designated Shore Hospitality Group outlets can get a Carlsberg rugby-shaped foldable shopping bag. From now until 30 March 2025, customers who enjoy three glasses (500ml) of Carlsberg Danish Pilsner or Carlsberg Smooth Draught, or six bottles (330ml) of Carlsberg Danish Pilsner /Carlsberg Smooth Draught/Carlsberg 0.0 at designated bars, hotels, restaurants, and clubs can get a Carlsberg HK7s Jersey.

Done in collaboration with creative agency Sunny Idea Hong Kong and PR agency MSL Hong Kong, the special edition targets sports enthusiasts, particularly rugby fans, who are excited about the HK7s event. This group spans a diverse demographic, including both locals and international visitors who appreciate high-energy sporting events.

Additionally, the campaign aims to engage social and active individuals who frequent bars, hotels, restaurants, and clubs, seeking vibrant social experiences. By offering limited-edition premiums and creating touchpoints across the city, the campaign appeals to those who enjoy exclusive collectibles and are eager to participate in citywide celebrations, said the spokesperson.

Kevin Choo, marketing director of Carlsberg Hong Kong and Taiwan, said: “The HK7s has always been a cornerstone of our engagement with sports enthusiasts. We are thrilled to continue our long-standing partnership with the HK7s, bringing fans an unforgettable experience both inside and outside the stadium. Each year, Carlsberg launches the HK7s Limited Edition Can to celebrate this mega sports event. To mark the debut game at Kai Tak Stadium, we are proud to continue our tradition with this year's uniquely designed ‘First Cheers Edition’ can, inviting everyone to raise their glasses and enjoy this grand party to the fullest at the new home venue.”

Don't miss: Carlsberg HK named official beer partner of Kai Tak Sports Park

Most recently, Carlsberg Hong Kong was named the official partner of Kai Tak Sports Park (KTSP), offering a diverse portfolio of brands to elevate the experience for international events held at the venue.

As the official beer partner, Carlsberg said it is committed to provide an exceptional beer experience to all visitors at this world-class venue. In pursuit of betterment, Carlsberg seeks to enhance events at KTSP, aiming to elevate experiences for all attendees. It will bring a diverse portfolio of brands to KTSP, dedicated to enhancing the experience of every international sport, music, and major event by serving good quality beer. 

With an advanced beer keg storage system and a total of 266 taps across various beverage outlets throughout the Kai Tak Stadium, this setup allows spectators to enjoy fresh pints of Carlsberg products, crafted with a commitment to raising the standard, in Hong Kong’s venue that is "raising the game".

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