When people are enjoying the warm weather with friends and beer they face a problem: how can you keep your can of beer cold? The Cool Service offers a solution: you can swap your warm can for a cold one for free. And therefore Grolsch guarantees you can enjoy a cold Grolsch all the time.

Not only could Grolsch drinkers always enjoy their can of Grolsch cold, it was also a perfect way to let non-Grolsch drinkers experience the best beer in the world: a cold Grolsch.

We created a circulation system that didn’t cost Grolsch a lot of money, because the warm cans of Grolsch were put in a fridge and when chilled they would be swapped again.

The Cool Service crossed the whole country, visiting places where people enjoyed their beer in the sun, such as parks, beaches and summer festivals. Since the swapped warm cans of Grolsch were placed in a fridge to be swapped again when chilled, it’s hard to give quantifiable results. We do know, however, that at the Lowlands Festival in the Netherlands around 33,000 cans were swapped.