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Flower power: Carlsberg brings innovative solar installation  to  Roskilde Festival 

This year, Northern Europe’s biggest music festival, Roskilde Festival, not only welcomes performers like Bob Dylan, MØ, Wu Tang Clan and The Cure, but also Smartflower, the world’s only solar solution to use an all-in-one, sculptural design and intelligent solution to produce clean, sustainable energy.

Earlier this summer, Carlsberg  in Denmark  and Roskilde Festival  signed a new  five-year deal that aims to put even more focus on creating sustainable experiences for festivalgoers, who will come together from around the world between 29th June to 6th July to socialise, listen to music and debate. Here, Smartflower is part of the solution to develop more sustainable festival experiences.

“As a non-profit event that brings together over 130,000 young people in a temporary community, it is natural for us to constantly push for new sustainable and innovative solutions. In this regard, our shared green agenda with Carlsberg and Tuborg plays a vital role in making future festivals even greener,” says Signe Lopdrup, CEO of Roskilde Festival.

Commenting on the initiative, Christian Sveigaard, Head of Tuborg in Denmark, says: “As part of Carlsberg Group’s sustainability programme, Together Towards ZERO, we are targeting 100% use of renewable electricity by 2022 – a target  we already meet  in Western Europe today. Therefore, Tuborg in Denmark found it relevant to continue that journey with Roskilde Festival, who has been a close partner for many years and who is also committed to sustainability. While we have agreed to buy green certificates this year, and plan to build a solar installation together next year, we thought the Smartflower was a great way to highlight the importance of renewable electricity.”

Smartflower’s unique smart tracking system allows its solar panels to follow the sun across the sky throughout the day, always maintaining the panels at the optimal angle to the sun. This makes Smartflower 40% more efficient than a conventional solar system. Every morning at sun rise, Smartflower automatically unfolds its solar panels to a height of 5 meters, and at sundown the Smartflower closes to a 2.74-meter-high stowed position.

“We are pleased to team up with Carlsberg  Group  to provide clean energy for this exciting event.  Tuborg’s installation of a Smartflower showcases its commitment to sustainability and will inspire  the Roskilde Festival  and the worldwide audience to think about how they can adopt measures to create a better energy and environmental future,”  Jim Gordon, Smartflower’s CEO said.

Roskilde Festival  and Tuborg have delivered exceptional beer experiences for festivalgoers since 1992 and continuously aim to develop new sustainable solutions that can reduce the environmental impact of Roskilde Festival; an event with 130,000 festivalgoers, corresponding to the size of Denmark’s fourth largest city.

This year’s festival will also see the world premiere of a new organic Tuborg lager, brewed exclusively for Roskilde Festival, a new alcohol-free area, new returnable glasses and a 13.4-meter dishwasher, as well as plastic collection and recycling.

About Carlsberg Denmark

Carlsberg in Denmark employs approx. 1,500 people, who are brewing and distributing Carlsberg, Tuborg and Coca-Cola products. Carlsberg in Denmark has some of Denmark’s largest brands with Tuborg being the most popular beer in Denmark. Tuborg, founded in 1873 in Hellerup, an area North of Copenhagen, is present at most of the music festivals in Denmark - from the flagship Roskilde Festival to Northside in Aarhus, Tinderbox in Odense and smaller music events. In addition, together with the Foundation for Muscular Dystrophies, Tuborg organises Denmark’s largest music caravan, GREEN, each summer.

About Roskilde

Roskilde Festival is the largest music and arts festival in Northern Europe. It's also one of the oldest, dating back to 1971. Roskilde Festival 2019 is currently underway and the line-up includes music acts like Bob Dylan and His Band,  The Cure , Travis Scott, Cardi B,  Janelle Monáe, MØ,  Robert Plant,  Robyn,  Skepta and  Vampire Weekend. Roskilde Festival 2019 takes place  from Saturday  29th June to Saturday  6th July.  Get your Roskilde dose year-round:  Facebook Twitter Instagram  or  roskilde-festival.dk

About Smartflower

Smartflower Solar is headquartered in Boston, Massachusetts and manufactures and markets the revolutionary and patented Smartfower Solar energy system. The products platform consists of the Smartflower, Smartflower Plus which has an intergrated battery storage component and the Smartflower EV which is a solar powered electric vehicle charger.  The company sells its products globally to a wide range of residential, commercial and institutional energy users searching for iconic design and the optimal solar energy solution. 

#Smartflower  #flowerpower 

Contact

Please address enquiries to:

Director, International and Danish Media

Kasper Elbjørn

Tel +45 4179 1216 Email kasper.elbjorn@carlsberg.com