Kompania Piwowarska’s new sponsorship standard

Respect for the natural environment, positive and inclusive experiences for event participants, promotion of responsible alcohol consumption and moderation – these are the key principles for activation co-organized and sponsored by Kompania Piwowarska. The company aims to provide exceptional festival experiences that align with the values of social and environmental responsibility.

For this summer season, Kompania Piwowarska has decided to modify its approach to its presence at major mass events. The starting point for this change is the company's purpose of "Creating Meaningful Connections". To bring this purpose to life, the company pursues two goals: be a force for planet positivity and serve up positive and inclusive experience for people and society.

– Implementing our purpose at mass events means that we are expanding our list of priorities. Beyond selling beer and promoting the brand, we want to actively engage in creating a positive atmosphere at events to make sure everyone feels good, in managing waste associated with the sale of our beer, and in promoting moderation drinking. In previous years, we have already undertaken such activities – including providing breathalysers, reusable cups, brand zones, etc. This year, we are working on a holistic concept through which our brand creates added value, both for the event participants and the organizers – explains Łukasz Patela, Project Manager and On Trade Sales and Development Director at Kompania Piwowarska.

The company will deploy its new integrated approach at several of the largest music festivals supported by the Lech brand. As part of its environmentally respectful presence at music events, Kompania Piwowarska sells beer exclusively in reusable cups and aluminium cans. Each cup comes with a deposit of PLN 10, which can be refunded at the end of the festival, and empty aluminium cans can be returned for recycling through a collection system launched in cooperation with the Recal foundation. Cans can be placed in special containers at the event site or in backpacks carried by the event staff, used to create murals or even to play tic-tac-toe. All the activities are carried out under the "EcopatroL" slogan, which refers to the latest campaign by Lech, the sponsor of the music event. The aim of all these activations is to recycle as much of the aluminium introduced into circulation during the events as possible. There is also a special eco zone dedicated to educating attendees on the importance of collecting used packaging.

The second key aspect of events featuring Kompania Piwowarska’s brands is promoting responsible and moderate consumption of alcohol. In previous years, the company set up special stands at events where attendees could use breathalysers, which were particularly useful for drivers. This year, Kompania Piwowarska expanded its range of 0.0% non-alcoholic beers and adjusted their prices to ensure they are not higher than those of alcoholic beers. A novelty this year are the "Party in a Moderate Fashion" zones, where fun, interactive activities promoting motor coordination and reflexes illustrate the effects of excessive drinking. Kompania Piwowarska advocates for partying with moderation, which should be considered fashionable. The best participants in the educational campaign promoting moderate alcohol consumption can win prizes from the stylish clothing brand "Panu tu nie stał", a partner of the leader of the beer industry in Poland. These zones are part of a season-long campaign with the same title running on social media.

The Lech brand provides special, engaging experiences at events within its own district, which is a specially designated area where attendees can play basketball and ping pong with friends and strangers, get a haircut or exchange clothes. People who have previously purchased non-alcoholic beer receive special tokens that entitle them to enjoy the attractions provided in the Lech district. Additionally, all staff members are dressed in shirts with a slogan promoting moderate drinking – “Keep Your Balance”.

– We will put this approach to our presence at mass events to test on numerous occasions. Sometimes only selected elements will appear, and other times we will deploy the entire scope of planned activities. This year, we want to try out new solutions, observe how well individual elements work together, and draw conclusions for the 2025 season – explains Łukasz Patela.

Kompania Piwowarska’s new integrated approach to engagement in mass events is being executed at three music festivals: Polish Hip-Hop Festival, Audioriver Festival and POL’and’Rock Festival.