As music lovers may be aware, this weekend marks the 50th anniversary of Woodstock – the iconic festival that welcomed 500,000 revellers to upstate New York for 'Three Days of Peace and Music'.
Festivals have changed quite a bit in the years since, with major brands and retailers now an established presence at said events (discounter Aldi recently unveiled its 'largest store ever' at a festival in Neuhausen ob Eck, for example), but while those participating are on the one hand seeking to build brand presence, some are also eager to tap into what could be described as a more 'hippie' vibe... saving the planet.
In announcing its sponsorship of Danish festival Roskilde this year, brewing giant Carlsberg announced its aims to ‘reduce the environmental impact’ of the event, through a series of measures.
