COMING TOGETHER
One year after introducing Denmark’s first circular festival cup, Smukfest, Royal Unibrew and Faerch have proven that circularity is not just an ambition – it works in practice.
At Smukfest 2025, one of Denmark’s largest music festivals, the recyclable cups achieved a remarkable 97% return rate – surpassing last year’s already impressive 95% and setting a new milestone for circular event solutions in Denmark.
The strong result demonstrates that real change is possible through collaboration and a well-functioning circular system, where used cups are turned into new ones instead of ending up as waste. It also shows that festival guests are willing to be part of the circular return system when the solution is simple and meaningful.
A CLOSED LOOP
The recyclable cups, developed by Faerch in collaboration with Royal Unibrew, are made from recycled plastic (rPET) and designed to be recycled again and again.
After use, the cups are collected at bars, return stations and designated collection points before being sent to Faerch’s recycling business Cirrec in the Netherlands. Here, they are processed back into food-grade material, which is then used to produce new cups or other packaging.
“Circularity and collaboration with our partners are no longer things we just talk about – they are things we do. Smukfest shows that closed loops can work at scale and significantly reduce the need for virgin materials,” said Jesper Emil Jensen, Regional CEO at Faerch.
BEHAVIOURAL CHANGE
Smukfest, which gathers around 60,000 participants each year – including 18,000 volunteers – has played a key role in the success.
The festival has carried out thorough staff training, made collection points more visible and strengthened guest communication through QR codes and information campaigns. In addition, the deposit for professional collectors was raised from 25 øre to 1 kr. per cup.
“Reaching a 97% return rate is largely the result of a joint effort from our volunteers, bar staff, logistics teams and waste sorting partners – and, of course, the strong support from our guests. It shows that small behavioural changes can make a big difference,” said Cathrine Bianca Christensen, sustainability coordinator at Smukfest.
FUTURE PLANS
The cups are made from up to 86% recycled PET and can be part of a circular loop where the material is recycled repeatedly without loss of quality.
“With results like these, we can demonstrate that circularity works in practice – and that it’s possible to create solutions that are both sustainable and economically responsible. We hope more events and festivals will be inspired to take similar steps,” said Casper Frimann, business development & CSR manager at Royal Unibrew.
Royal Unibrew and Faerch now plan to expand the circular cup system to more festivals and events – both in Denmark and internationally. The goal is to make circularity the standard, not the exception, and thereby reduce the use of virgin plastics across the event industry.
HOW IT WORKS:
- Cups are made from up to 86% recycled PET (rPET)
- Designed for repeated recycling in a closed-loop system
- Developed and implemented by Faerch in collaboration with Royal Unibrew
- Collected and handled via Dansk Retursystem
- Recycled at Faerch’s Cirrec facility into new cups or food packaging