In celebration of 25 years of partnering with the Liverpool FC, Carlsberg launched a unique project called 'Red Hops.'
As studies have shown that plants are affected by sound, vibrations and other energies in addition to light, scientists from the Carlsberg Research Laboratory set up a six-month experiment that exposed hop plants to Liverpool FC matches from the past 25 years. These hop plants were grown in a custom greenhouse environment equipped with large-scale LCD screens. As Liverpool icon Robbie Fowler puts it: "As players, we were all influenced by the roar of the supporters at Anfield so it makes sense that the hops could experience the influence too."
After months of cultivating, the hops have now been harvested and used to brew the Carlsberg Liverpool FC Beer. This special beer may be sampled at select pubs and Anfield during Liverpool FC’s Premier League match against Hudderfield Town later this month.