Tuborg – united with Tinderbox

As our presenting partner, Tuborg holds a special place in the Tinderbox story. Not only was Tuborg the first partner on board, but the brand has also played a unique role in shaping Tinderbox into the festival it is today. Together, we’ve created something truly exceptional.

SHARING THE CELEBRATION FROM THE BEGINNING

The headline for the long-standing collaboration between Tinderbox and Tuborg is ”community”. From the very first idea of launching a festival in Odense, Tuborg was by our side. Year after year, we’ve developed new ways for our guests to connect, celebrate, and create memories together.

From seating areas and bars to covered spaces and iconic landmarks, Tuborg has been part of it all. Tinderbox’s Food & Beverage Director, Peter Skoven, says this about the partnership:

“No one compares to Tuborg when it comes to festival execution. They have a unique setup and deliver consistent quality. Having them on board brought a sense of security from day one. Today, they’re literally carved into our bar signage — they’re part of our DNA.”

TUBORG AND TINDERBOX THROUGH THE YEARS

A strong, lasting partnership is all about building on shared successes and evolving together — keeping activations fresh and meaningful for the audience.

Each year, we have tested a new idea in close collaboration with Tuborg. Every initiative has placed the audience at the center and added an extra dimension to the overall festival experience. Here are just a few highlights:

2017: The Tuborg Pool

For two years, the festival took place right next to a public swimming pool — but it remained closed to guests. In 2017, together with Tuborg, we opened the pool for our festival guests to cool off during hot summer days while enjoying music at Magicbox.

Tuborg provided lifeguards, beach chairs, inflatable rings, and helped manage the major logistical challenge of encouraging enthusiastic guests to change clothes and shower before jumping into the water.

2018: THE MIRROR BAR “GROBUT”

Sometimes, all it takes is a shift in perspective. In 2018, we introduced the mirror bar — a unique area developed in close collaboration between Tuborg and our in-house Atmosphere team. With an entrance that gave little away, the space invited curious guests to step inside and explore a new world filled with mirrors on every surface.

2022: The Tuborg Beer Barn

After two years of COVID-related shutdowns, we wanted to do something bold. Really bold. Together with Tuborg, we acquired the barn that is now known as the Tuborg Beer Barn — a structure that has since become a key part of the Tinderbox skyline.

The Beer Barn offers a welcoming space in Tusindårsskoven to enjoy a cold beer with friends, find shade on hot days, and explore a variety of Tuborg products.

2022: Busker’s bar

How do you create cozy pub vibes at a massive festival? With the enclosed Busker’s area, we introduced a completely unique space where guests could lose track of time and place once the music and mood took over.

The area includes its own busker stage, long communal tables — and of course, fresh draft beer from Tuborg.

2024: Tuborg Sunsæt

The latest addition to Tuborg’s festival activations came in 2024 with the Tuborg Sunsæt Bar. Here, guests could try Tuborg’s newest beer: Sunsæt, a refreshing summer brew with a hint of citrus. The bar was fully dressed in Sunsæt’s color palette, and the entire atmosphere under the tent reflected the Sunsæt brand — from the décor to the staff uniforms.

This gave Tuborg the chance to test a new product while also adding Sunsæt to the wide selection of offerings available to the festival guests.

ACTIVATION SUMMARY:

• A strong, shared vision for collaboration from the very beginning
• Activations centered around audience experience and community
• A textbook example of showcasing both new and established products in fresh, engaging ways
• Continuous development and creativity keep the partnership relevant and exciting