Heineken beer cans will incorporate the spirit of rock during the largest music event of the year: Rock in Rio. The limited edition cans will be produced by Rexam, the biggest aluminium beverage can manufacturer in South America, using the Editions technology, which allows several different label designs to circulate at the same time.

For this campaign, Heineken will use four different label designs specifically created to celebrate the music festival. Heineken will be the first beer in the world to use this technology, which was developed exclusively for the brewery by Rexam. The new cans are already available in the Rio de Janeiro market.

Rexam is the major manufacturer of beverage cans and can ends in South America. They make aluminum cans in various sizes for a wide variety of beverages, including beer, soft drinks, juices, energy drinks, FABs (Flavoured Alcoholic Beverages), wine and tea. Rexam's plants are strategically positioned across the continent to provide customers with what they need, when they need it.