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Incredible Cups

At Latitude 2007 and 2008 The Workers Beer Company joined forces with The Incredible Cup Company to introduce a re-usable cup system to the UK.

Customers are charged a refundable £2 deposit on their first drink, which is served in a hard plastic cup, if the customer requires further drinks they return the cup and receive subsequent drinks in a clean replacement cup. At the end of the day they can either return their empty cup for a refund or if they have one of the special Latitude cups they can keep it as a souvenir.    

Based on a system that already operates successfully in Germany the use of reusable cups has been proven to be between 4 and 20 times more environmentally friendly that disposable cups and here in the UK consumer opinion suggests that drinkers prefer a hard plastic cup to the paper option.