In a groundbreaking move towards responsible sampling, Tourtel Twist, a French brand from Carlsberg’s group and the official partner of the Tour de France, has collaborated with our initiative, Chaque Canette Compte, to ensure every drink can is recycled during the famed race.
After the successful testing in 2022, the partnership was set to impact the annual race significantly. Equipped with their signature backpacks, our recycling ambassadors roamed selected arrival cities, distributing drink cans to the public for free sampling while recycling as many aluminium cans as possible. Also, the programme’s eye-catching #PixelCan was installed in Bordeaux’s first Fan Park to celebrate this milestone in responsible sampling. This live mural serves as a visual reminder of the collective effort required to create more sustainable events. By engaging directly with the public, the activation aims to promote the message of drink can recycling, encouraging individuals to participate in the process actively.
With an ever more organized approach to the Tour de France, integrated management of packaging sorting and collection in all Fan Parks was renewed and activated, aiming to set an example of environmentally conscious practices and encourage all visitors to follow the lead. Over the last two editions of the Tour de France, Chaque Canette Compte has already sorted and recycled more than 6.4 tons of packaging in the Fan Parks, raising awareness among tens of thousands of spectators about the proper way of packaging disposal.
By partnering with our French initiative, international brands like Coca-Cola, Red Bull, PepsiCo, and now Tourtel Twist set the stage for an innovative approach to responsible sampling at some of the world’s biggest events.