Iceland’s shock victory costs Northampton company 600 bottles of beer in a lost wager

Carlsberg bet frozen food company Iceland that if their namesake country beat England on Monday, the firm would supply it with crates of beer.
Carlsberg bet frozen food company Iceland that if their namesake country beat England on Monday, the firm would supply it with crates of beer.
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A Northampton based firm found itself 600 bottles of beer down when England got dumped out of Euro 2016 - after losing a wager with a frozen food giant.

Ahead of the England versus Iceland game on Monday evening, Carlsberg, the official beer of the England team, challenged Iceland, the frozen food firm, to a head-to-head on Twitter.

The wager resulted in a bet on the outcome of the deciding Euros match, which was seen by thousands of Twitter users.

Following the Iceland football team’s 2-1 victory, Carlsberg yesterday delivered over 600 congratulatory bottles of beer to the supermarket’s head office in Deeside.

And despite England’s defeat, Iceland followed through with their promise and delivered hundreds of commiseration ice-creams to Carlsberg UK’s headquarters in Northampton.

Malcolm Walker, chief executive of Iceland Foods, said “This was probably the best bet two brands have ever had on Twitter - and certainly a better result than we saw from England on the pitch last night.

“Although our head office is actually in Wales a lot of the team here were gutted to see England go out, but we are very happy that we can now drink a toast to our favourite second team from Iceland - the country.”