Revibes Powers a New Era of Reuse at Beyond The Valley with Untitled Group

This summer marks a major milestone for the future of reuse in Australia. Revibes is proud to partner with Untitled Group and Beyond The Valley (BTV) to deliver one of the largest reusable cup operations ever rolled out at an Australian music festival — proving that large-scale, circular systems can work seamlessly, even in high-energy, high-volume environments.

With every drink served in reusable cups, more than 100,000 cups in circulation, 150 return bins across the site, and a dedicated on-ground team of 10 Revibes staff, Beyond The Valley represents a bold step forward in eliminating single-use waste at major events. Supported by leading global partners including Red Bull, Diageo, and Brown-Forman, this collaboration shows what’s possible when artists, organisers, brands and sustainability leaders align behind a shared vision.

A Shared Vision for Circular Events

Untitled Group has long been recognised as one of Australia’s most progressive and culture-shaping event organisers. Their commitment to innovation, experience-led design and sustainability made them a natural partner for Revibes.

Together, our goal was clear: remove single-use cups entirely from the festival and replace them with a circular, high-performance reuse system — without disrupting the guest experience.

At Beyond The Valley, this vision came to life. Every bar across the site served beverages exclusively in Revibes reusable cups, creating a unified system that was simple for patrons, efficient for staff, and dramatically better for the environment.

This wasn’t a trial or a token sustainability activation. It was a full-scale operational deployment designed to prove that reuse can function at the highest level of live entertainment.

Over 100,000 Reusable Cups in Circulation

Across the festival weekend, more than 100,000 Revibes reusable cups were deployed on-site. Each cup is designed to withstand hundreds of reuse cycles, meaning the environmental impact improves exponentially with every return.

Instead of tens or hundreds of thousands of single-use plastic or bioplastic cups heading to landfill, the system allowed cups to be collected, washed, and reintroduced into the loop — a true circular model in action.

To support this at scale, Revibes installed 150 clearly marked return bins strategically positioned throughout the festival grounds. These bins made returning cups intuitive and frictionless, helping drive strong return behaviour without relying on deposits or complicated incentives.

The result: a cleaner site, reduced contamination, and a visible culture shift toward reuse.

Backed by Global Beverage Leaders

A key driver of success at Beyond The Valley was the collaboration between Revibes and some of the world’s most influential beverage brands.

Red Bull, Diageo, and Brown-Forman all supported the reusable system, helping demonstrate that global beverage leaders are ready to move beyond single-use packaging and actively participate in scalable sustainability solutions.

These partnerships matter. When brands with global reach commit to reuse at major cultural moments, they help normalise sustainable behaviour and accelerate industry-wide change. Their involvement sends a powerful message: sustainability is no longer a “nice to have” — it’s a responsibility.

By integrating seamlessly into bar operations and brand activations, the Revibes system allowed partners to maintain premium presentation while significantly reducing waste impact.

Designed for Scale, Built for Real-World Conditions

Music festivals are one of the most challenging environments for reuse systems. High volumes, long trading hours, fast-paced service, diverse crowds, and constant movement all place pressure on logistics.

To meet these demands, Revibes deployed a dedicated team of 10 trained staff, working across operations, logistics, monitoring, and education throughout the event. Their role was to support venue teams, manage return infrastructure, troubleshoot in real time, and ensure the system ran smoothly from gates open to final pack-down.

Behind the scenes, Revibes’ operational model is built for scale — combining smart logistics, efficient washing processes, and real-world learnings from events across Australia and internationally. Beyond The Valley became another proof point that reuse can operate reliably at high volumes without slowing service or compromising the guest experience.

Activating Culture Through a Brand Ambassador

A standout feature of the Beyond The Valley rollout was Revibes’ approach to engagement and education. Rather than relying solely on signage, Revibes introduced a brand ambassador program, led at the festival by Will Weightman.

Will was carefully selected to resonate with the festival’s younger demographic — authentic, energetic, and deeply aligned with culture, creativity, and sustainability. His role was to help bring the reuse message to life in a way that felt natural, social, and engaging rather than instructional or preachy.

Through on-ground interactions, content creation, and organic engagement, Will helped communicate why returning cups matters, how the system works, and how small actions contribute to bigger environmental outcomes. This human-first approach proved critical in driving awareness, participation, and positive sentiment around reuse.

It’s a model Revibes will continue to expand: pairing infrastructure with storytelling, culture, and personalities that connect authentically with audiences.

Making Sustainability Visible — and Normal

One of the most powerful outcomes of the Beyond The Valley partnership was visibility. When every drink is served in a reusable cup, sustainability stops being a side initiative and becomes part of the experience itself.

Patrons see it. They participate in it. They talk about it. And most importantly, they begin to expect it.

This shift in expectation is exactly what Revibes is working toward — making reuse the default, not the exception. By embedding circular systems into major cultural moments, behaviour change becomes effortless and scalable.

The success of Beyond The Valley reinforces a simple truth: when reuse is designed well, people embrace it.

Building the Future of Events Together

Revibes’ collaboration with Untitled Group, Beyond The Valley, Red Bull, Diageo, and Brown-Forman represents more than a single festival activation. It’s a blueprint for the future of live events in Australia and beyond.

With the right partners, the right infrastructure, and the right cultural approach, large-scale events can dramatically reduce waste without compromising experience, efficiency, or brand impact.

As Revibes continues to grow, our mission remains clear: to eliminate single-use packaging at events, venues, and beyond — making reuse accessible, affordable, and operationally seamless.

Beyond The Valley was a powerful step forward on that journey.

And it’s only the beginning.