Summer festivals in the rhythm of responsibility. Kompania Piwowarska combines education and entertainment

Kompania Piwowarska is once again engaging in summer music festivals, combining its brands’ presence with the promotion of responsible attitudes. This year’s activities will focus on two areas: supporting moderate and conscious alcohol consumption, and education about the return and recycling of cans included in the deposit refund system.

Kompania Piwowarska’s presence at music festivals fits into its approach toward sustainable development and responsible business operations. This is exactly why the activities implemented during these summer events go beyond standard sponsorship presence to also encompass educational initiatives and activations promoting responsible consumer and environmental choices.

In practice, this means activities supporting moderate drinking, promoting the NoLo (no- and low-alcohol) category, as well as educating consumers about the return and recycling of cans. Kompania Piwowarska is once again carrying out its pro-environmental activities in cooperation with REKOPOL, the only Polish packaging recovery organisation, and the Every Can Counts initiative.

Responsible fun and conscious choices

This summer, Kompania Piwowarska’s brands will be present at numerous music festivals, with OFF Festival, Audioriver and Pol’and’Rock Festival serving as the main platforms for the company’s extensive educational initiatives and activations promoting responsible attitudes. Lech will be present at OFF Festival and Audioriver, while Tyskie will take part in Pol’and’Rock Festival, where both brands will invite participants to engage in activities supporting moderate, conscious drinking and proper can recycling.

At OFF Festival and Audioriver, the Lech brand has prepared four activations, including two dedicated to promoting the NoLo category and conscious consumer choices. Festivalgoers will be able to visit the NoLo Quiet Zone and the Breathalyser Booths. Meanwhile, during Pol’and’Rock Festival, the Tyskie brand will invite participants to its “Check Your BAC” zones, offering free breathalyser tests. In the main zone, located in the Tyskie Zero tents, attendees will additionally have access to a reflex tester, alcogoggles, and other educational activities.

– Music festivals offer a space where we can naturally and accessibly explore the topic of responsibility. We want to be present where our consumers spend their summer, offering solutions that support safe fun and conscious choices. This is an important element of our approach to corporate social responsibility – says Małgorzata Walędzińska-Półtorak, Sustainable Development Program Manager at Kompania Piwowarska.

Every Can Counts

The second pillar of this year’s activities encompasses pro-environmental initiatives carried out in cooperation with the Every Can Counts program and the REKOPOL packaging recovery organisation. Reverse vending machines accepting empty, uncrushed cans will be available at the festivals. The deposit refund will be processed through an innovative formula using payment cards, allowing the funds to be transferred directly into the user’s bank account. Every Can Counts ambassadors will also be on-site to help participants return their cans, collect their deposit, and explain the rules of the deposit refunds system alongside the benefits of recycling aluminium beverage cans.

– A can is packaging that carries real value, and aluminium can be recycled almost indefinitely. Recycling this raw material requires 95% less energy than producing new one. That is why it is crucial that, once used, a can does not lose its potential but instead returns to the circular economy. All cans collected during the festivals will be sent for recycling and will return to the shelves as new packaging. We want to demonstrate that even during large outdoor events, the proper return of cans can be simple and convenient – explains Paweł Wiśnioch, Coordinator of the Every Can Counts initiative run by the RECAL Foundation.

– Cans account for over 58% of our packaging portfolio and contain nearly 70% recycled material, which is why we see their return and recycling as a vital part of our responsible approach to the environment. Moreover, we want to leverage our brands’ presence at festivals to show participants, in a simple and engaging manner, that proper packaging disposal makes a real difference. Together with our long-standing partners, we translate this idea into specific educational initiatives executed right where consumers spend their summer – adds Krzysztofa Bełz, Sustainability Manager at Kompania Piwowarska.

This year’s activities build on the initiatives conducted by Kompania Piwowarska in previous seasons. Last year, nearly 27,000 people took part in the company’s responsible drinking education initiatives during its festival activations, while more than 1.5 tonnes of aluminium cans were collected together with its partners and recycled into new cans.

Kompania Piwowarska’s summer activations prove that the presence of brands at festivals can go hand in hand with education and the promotion of responsible attitudes, both in terms of alcohol consumption and care for the planet.