Switching to sustainable cups from one-way plastic cups can be challenging as festivals are often in rural areas without the infrastructure to wash on site. At Roskilde Festival in 2019, Tuborg replaced over 1 million one-way plastic cups with sustainable cups that can be used up to 25 times, complete with collection and washing for re-use.
What’s more, all our bars were powered by renewable electricity, using green certificates for 2019. For the 2020 festival, we plan to build a permanent solar installation in partnership with the festival to provide power. Meanwhile, we used Smartflower, a unique solar installation and a great way to highlight the importance of renewable electricity to consumers. Its petal-like panels track the sun and are 40% more efficient than conventional systems.
We are working with other festival organisers to switch to reusable cups, and in 2019, we achieved this in markets such as Denmark, France, Latvia, Norway, Portugal and Switzerland.