Carlsberg x Wimbledon 2025 Concept Beer

“Wimbledon x Carlsberg Concept Beer” represents a forward-thinking and bold collaboration between one of the most iconic sporting events in the world and one of the most renowned beer brands. This concept beer isn’t just about refreshing taste—it’s about storytelling, tradition, and immersive branding. It speaks to a new generation of fans who appreciate both the heritage of sport and the innovation of modern branding. In the spirit of limited-edition experimentation, this beer has been brewed and designed to align seamlessly with Wimbledon’s rich cultural context and revered traditions.

At Wimbledon, tradition is not just an idea—it’s a way of life. From the manicured grass courts to the royal box, every detail is steeped in heritage. Perhaps no tradition is more visible than the all-white dress code, a standard that has defined the championship since 1877. This year, for the first time in its 145-year history, Carlsberg has joined this sartorial legacy in an unexpected yet elegant way. The beer can, typically dressed in Carlsberg’s iconic green, now appears in a pristine, all-white redesign that honors the tournament’s longstanding customs.

This limited-edition can features an understated white matte finish, highlighted only by a single colored border around the neck of the can—just within the permissible range of Wimbledon’s dress code, which allows only subtle hints of secondary color. The result is a minimalist, modern, and almost couture-like interpretation of beer packaging that blends effortlessly with the sophisticated ambiance of the All England Club. It’s not flashy. It’s refined, quiet luxury—something Wimbledon has long stood for.

But this is more than just a cosmetic change. The collaboration is a strategic and cultural statement. By adapting its visual identity for such a revered event, Carlsberg showcases its ability to evolve while staying true to its roots. The beer itself could be a special edition as well—perhaps brewed with ingredients sourced from regions known for their tennis legacy or infused with subtle floral or herbal notes to mirror the freshness of a summer day on Centre Court.