EURO 2016

Carlsberg launches ‘Three Lions’ ale for Euro 2016

By Daniel Woolfson

- Last updated on GMT

Carlsberg launches ‘Three Lions’ ale for Euro 2016

Related tags England national football team

Carlsberg has launched Three Lions, a new ale, as part of its support for UK pubs and bars over the summer and football season.

The beer, a golden ale with an ABV of 4.1%, will be available to licensees throughout the Euro 2016 tournament.

Liam Newton, vice president of marketing at Carlsberg UK, said: "Three Lions ale is one of the many ways we're helping pubs and bars to capitalise on the optimism and excitement of the nation, in the build-up to and throughout the tournament.

"If publicans want a talking point on the bar then this is the ale for them."

Three Lions will be supported with a bespoke pump clip featuring the England team's official logo behind a golden scroll.

As part of its ongoing push surrounding Euro 2016, the brewer is encouraging pubs across the UK with names such as the Red Lion or the Three Horseshoes to switch their signage for a 'Three Lions' fascia.

It has also created an online film called Substitute Pessimism for Optimism, ​encouraging punters to get behind the national team despite previous disappointments. 

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