“Duni is the natural choice for Sweden Rock Festival”

Organising a festival is as complex as learning how to play drums in a black metal band: the beat moves incredibly fast and you need to align a lot of parts to hit the right ambience. A person who knows a thing or two about it all is Mats Lindgren, Food Manager at Sweden Rock Festival since 2011. He comments:

“Sweden Rock Festival is an experience that leaves attendees full of joy and with a major energy boost. The bands play a big part, but people come for the total experience.”

Setting the scene for 10,000 meals per day plus an extra 30,000 in the staff canteen is no small feat. To make the festival run as smoothly as possible, the Crüe, the 20+ food units and the partnerships are prepared almost a year – and sometimes two years – in advance.

Cleverly dubbed “Sustainable metal”, Sweden Rock Festival’s sustainability initiative includes anything from hand-sorting waste to renewable electricity and conscious food service. For Mats Lindgren, an important aspect (or as he puts it: “moral obligation”) is to select products that perform better from a sustainability angle.

“It’s critical that food packaging functions in terms of sustainability, and we’re at the forefront when it comes to material choices for festivals. We cut out all single-use plastics, except for glasses, in 2019. We replaced the plastic glasses with sugarcane paper cups in 2022. Without it, we wouldn’t be where we are today.”

Sweden Rock Festival created a hit with the cups from the Breeze and Sweet range. Thanks to the fill lines and CE-marking, the sugarcane paper cups have been put to wide use – and to the test.

From platinum perms to studded belts and black nails – Metalheads are an aesthetic crowd. To hit the right riff, Spendrups paired with an agency to create unique artwork to pay homage to the subculture, the brew and the Sweden Rock-specific concept of “Making things black”. The design was then profile printed onto the Breeze cup with the help of the team at Duni.

“The branded print on the Breeze cups sent the right message and let festival attendees know that they were drinking a Pistonhead beer,” says Johanna Bonds, and adds:

“It was important to honour the ‘Making things black’ approach and give the cups a cool visual expression. We didn't conceal the paper cup’s natural colour –  we highlighted it with satin black, which turned out just right.”