Liverpool Football Club’s E-Commerce Lager

Huboo, a warehouse fulfilment service, has partnered with Carlsberg to fulfil orders of their limited edition ‘Champions Can’ in celebration of Liverpool Football Club’s premier league victory last season. For the first time ever, the iconic green Carlsberg can has gone red and features LFC’s crest, player signatures and replaces the words ‘1847 onwards’ (a reference to Carlsberg’s 173 year heritage) with the words ‘Champions, 2020 onwards’.

Based in Bristol, Huboo provides multi-channel fulfilment and storage services for over 450 businesses across the UK, Europe and the US, from SMEs to large organisations. With anticipated demand for the limited edition beer cans high, Huboo saw 6,300 cases, with each pallet containing 1,512 cans, arrive into their warehouse last week ahead of the football season starting on the weekend.

Martin Bysh, CEO of Huboo, says: “Our set-up is completely unique in that we have self-contained ‘micro-hubs’, which replicate the inputs, processes and outputs of a complete warehouse within a few hundred square feet. This approach means we can easily respond to new clients by simply erecting new micro-hubs quickly and easily. Depending on stock volume, we can give a client one, two, three or more micro-hubs so all their products are together, in the same place, managed by the same Hub Manager. Think of it like lego bricks being put together. This approach gives us enormous flexibility when it comes to responding to new business enquiries and enables us to meet the needs of even the most established brands. We picked, packed and shipped over 150,000 pre-ordered cans ahead of the weekend, in time for when the football season started.”

Paul Morris, Head of Sponsorship and Brand Activation at Carlsberg, said: “Carlsberg has been an official partner of Liverpool FC since 1992 and we are now delighted to raise a glass to the Premier League Champions with our limited edition celebratory cans. We have teamed up with Huboo to manage the fulfilment of these cans going direct to Liverpool fans all over the UK, and in time for the start of the new season.”

This latest partnership with Carlsberg comes after Huboo saw 50% month-on-month growth during the pandemic as consumers turned to online shopping and ecommerce boomed. Prior to the lockdown, the fast growth tech business was already experiencing 100% quarter-on-quarter growth, with their customer base quadrupling year-on-year.