The charity fundraising event, run by Dutch radio station 3FM, raises money and awareness for baby mortality. For every can sold, Grolsch will donate €0.25 to 3FM Serious Request.
Rexam’s Milton Keynes plant is producing 50cl cans, which will be filled with the Grolsch lager, and display the strapline ‘Raise Your Can’ along with music themed imagery.
Tom Verhagen, general director Royal Grolsch, said: “We know from experience that special edition cans are well received by consumers and so this seemed the perfect way to support the 3FM Serious Request fundraiser. With the event taking place in our home town of Enschede, we hope the cans will really help to make it a success and encourage our consumers to ‘Raise Your Can’ for a great cause.”
The cans will be available from early December in retail outlets across the Netherlands.