Kompania Piwowarska promotes responsibility at summer music festivals
Over this year’s festival season, Kompania Piwowarska engaged nearly 27,000 people with its responsible drinking education initiatives and, together with its partners, collected more than 1.5 tons of aluminium cans. These activities were carried out during the company’s presence with its Tyskie and Lech brands at music events, including Pol'and'Rock, Audioriver, Tauron Nowa Muzyka, and OFF Festival.
Music festivals in Poland have long been an integral part of the summer season, attracting millions of people each year to celebrate music and carefree holiday moments. For Kompania Piwowarska, they also provide an ideal platform to promote responsible attitudes – both towards alcohol and the environment. In the 2025 season, the leader of the Polish beer market was present at four major festivals: Pol’and’Rock Festival, Audioriver, OFF Festival, and Tauron Nowa Muzyka. There, its Lech and Tyskie brands carried out an educational campaign encouraging moderate and responsible alcohol consumption, as well as the collection of aluminium cans.
As in the previous year, a strong emphasis was placed on promoting the NoLo (no- and low-alcohol) lifestyle, with initiatives designed to encourage conscious choices and safe fun. As part of their festival presence, Kompania Piwowarska’s brands offered the participants a wide selection of non-alcoholic beers, actively promoting this category of products. In special brand zones - and at Pol’and’Rock also in the vicinity of parking lots - breathalysers were made available to all festivalgoers, allowing them to check their sobriety. This was particularly important for drivers wishing to return home safely after the event. This approach fits into the company’s broader strategy aimed at promoting moderate and responsible alcohol consumption, while further developing its no- and low-alcohol portfolio. Currently, these products account for nearly 8% of Kompania Piwowarska’s offering, with 15 non-alcoholic beer variants available - securing the company’s leadership position in this category on the Polish market (Nielsen, 2024).
At the same time, together with the RECAL Foundation, pro-environmental activities were carried out under the “Every Can Counts” project. Festival participants could return their aluminium cans to special collection bins or directly to volunteers equipped with backpacks, marked with the slogans “Relax, don’t crush” and “Don’t crush and go with TY”. These reminded participants of the need to return intact cans in the deposit system launching on October 1 this year. Additionally, during Pol’and’Rock, empty cans could be returned through a reverse vending machine. For every six cans, participants received a gadget or a voucher for a non-alcoholic beer. The result? More than 1.5 tons of cans collected – nearly five times more than the previous year, making a real contribution to education about recycling and selective waste collection. At the festivals, all draught beers were served exclusively in reusable, deposit-return cups.
– Music festivals offer a space where we can naturally and accessibly address important topics – from responsible alcohol consumption to environmental awareness. Building on last year’s sponsorship strategy, we have broadened our priorities at these types of events. Besides beer sales and brand promotion, we strive to actively create a positive, inclusive atmosphere and take action for the planet. This year, we continue these efforts, combining initiatives promoting conscious and moderate drinking with environmental education – for example, by explaining why cans should not be crushed before disposal. That way, we help festivalgoers make informed choices and prepare them for upcoming changes, such as the new deposit return system. Our goal is to create added value – for people, organizers, and the planet – so that festival experiences are not only enjoyable but also responsible and sustainable – says Małgorzata Walędzińska-Półtorak, Sustainable Development Program Manager at Kompania Piwowarska.
In addition to educational and environmental initiatives, Kompania Piwowarska’s festival activities also reflect the company’s care for the local community and help build long-term relationships with residents and participants of these events. Last year, using funds raised from the sale of aluminium cans at festivals, the company carried out a symbolic crocus-planting campaign in the city park of Czaplinek – the town hosting Pol’and’Rock – creating a “carpet” of over 7,000 flowers. This year, proceeds from can sales will once again be directed to a charitable cause.
Kompania Piwowarska’s summer activations are part of the “Better Future 2030” strategy, which combines initiatives for climate action with the promotion of responsible drinking. Details on the company’s progress and targets can be found in the 2024 Sustainability Report, available at: Sustainability Report – Kompania Piwowarska
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