1) Context
More and more event organizers understand that using reusable cups is not enough to be sustainable. The real difference is in building a complete circular operation, capable of closing the loop from planning to reincorporating each cup back into the system.
The ENCORE! 360° Solution is all about that: integrating each phase - consulting, logistics, use, collection, washing and stock management - into a single coherent, efficient and measurable operational chain. During 2025, this model was implemented in some of the most representative events on the Iberian scene: Cruïlla, Brunch Electronik (Barcelona and Brunch Festival), Sónar 2025, FC Barcelona matches at Montjuïc, and several brand activations with Estrella Damm.
2) Measuring circularity: much more than counting vessels.
The real impact of a reuse system is not measured by how many cups there are, but by what percentage make it back into the circuit.
ENCORE! operations have far exceeded industry standards in each of the key metrics:
- Recovery rates above 70%, compared to the sector average of 35-40%.
- Waste reductions of between 60% and 80% compared to the non-circular scenario.
- And post-wash reincorporation levels close to 95-98%, ensuring a second (and third) useful life for most of the vessels in circulation.
In other words, it's not just about replacing the plastic, it's about ensuring that the material is circulated again. That's where sustainability becomes operationally real.
3) Overall results 2025
Circularity in action: 27 tons less waste and 120 MWh of energy saved
During the 2025 season, the implementation of the ENCORE! 360° Solution made it possible to avoid more than 27 tons of plastic waste and save more than 120,000 kWh of energy.
These figures may seem abstract, but their translation is compelling: it is equivalent to the weight of four city buses full of plastic waste and the energy that would be consumed by a community of 35 households in a full year.
On average, the events achieved a 70% reduction in waste compared to the traditional single-use cup model, and a 60% to 85% decrease in energy consumption, demonstrating that well-managed sustainability also means efficiency.
4) Results per event
At FC Barcelona matches, the adoption of the 360° Solution achieved a 43% reduction in waste generated and a 46% reduction in energy consumption, while maintaining stable washing and logistics standards throughout the season.
At Sónar 2025, the recovery rate reached 66%, with 72% waste reduction and 64% energy savings. This case demonstrates how a well-designed strategy of return points, collection routes and operational staff can scale circularity to complex, multi-focal venues.
Brunch Electronik Festival, divided between Poble Espanyol and Parc del Fòrum, achieved a 69% reduction in waste and 83% energy savings. In this event, the distribution of flows by venue was key: the Fòrum concentrated most of the volume, while the Poble Espanyol was consolidated as an operational reference for its efficiency in the return.
At the Cruïlla Festival, the recovery rate reached 77%, with a 77% reduction in waste and 84% energy savings. This event stood out for combining good signage with reinforced operations at peak times, obtaining one of the highest recovery rates of the year.
Finally, Brunch Electronik Barcelona, with several events throughout the first half of the year, maintained an average of 70% waste reduction and 79% energy savings. In quick consumption formats, such as shots, the importance of adjusting the return system and incentives to increase public participation was evident.
5) What we learned: keys to operational success
Good stock planning improves the entire system.
Avoiding service breaks and maintaining a safety margin ensures continuity. The surplus reintroduced after washing allows to operate with greater agility and reduce unnecessary production.
Recovery doesn't happen on its own: it's designed.
The best results come from events with strategically distributed return points, agile pick-up routes and clear communication. Adjusting operations according to the flow of the public at each venue makes a difference.
Wash quality control = shelf life and savings.
Maintaining reuse rates of over 90% demonstrates that efficiency can go hand in hand with hygiene and traceability, reducing the need to produce new material.
Data is the foundation of credibility.
Sustainability is not communicated: it is demonstrated. The energy savings and waste reduction metrics obtained in 2025 constitute solid evidence for ESG reports and public tenders, reinforcing the position of developers who are committed to reuse.
6) Looking ahead to 2026: steps for further escalation
The 2025 learning makes it clear that the next steps forward are to design more intuitive return experiences and to deepen the integration between sustainability and operations.
Some of the key lines of improvement include:
- Reinforce signage and turnaround points in high flow areas.
- Prioritize resources where the highest operational volume is concentrated.
- Reuse laundered stocks in new events to reduce costs and lead times.
The goal is not only to avoid waste, but to redefine the logistics of consumption at events, making it more circular, more efficient and more conscious.
7) Conclusion: measuring to transform
For the areas of operations, purchasing or sustainability, the value lies not only in having reusable cups, but in demonstrating real and measurable circularity.
In 2025, ENCORE! managed to turn reuse into a measurable, efficient and scalable system, with results that speak for themselves:
- More than 70% waste reduction.
- Up to 85% energy savings.
- More than 90% post-wash reinstatement.
This is what defines the ENCORE! 360° Solution: turning the glass into an operational resource, not a waste. A model that not only drives sustainability, but transforms event management from within.
