The brewery aims to demonstrate that events of all sizes can implement meaningful sustainability practices. Continuing its tradition, SweetWater will donate $10 from each ticket sale to Waterkeeper Alliance, a nonprofit dedicated to protecting local waterways. In addition, the festival is partnering with Greenway Festival Management Group, which works to increase the sustainability of Atlanta’s outdoor events.
Initiatives for the 2025 festival include the CompostNow Partnership, which requires all vendors to comply with composting and recycling practices that transform food waste into usable garden soil.
We spoke with Patrick Clark, Senior Manager of Sponsorships & Experiential at Tilray Brands, Inc., to learn more about the 2025 sustainability strategy. When asked how the success of the festival’s sustainability initiatives would be measured, he explained:
“After the festival, we’ll publish a comprehensive ‘Sustainability Impact Report’ to share our progress and impact in a transparent, fan-forward way. The report will detail measurable data points like:
✓ Amount of energy offset (carbon reduction)
✓ Pounds of compost converted to garden soil
✓ Pounds/number of cans recycled and the embodied energy reduction and contribution to Habitat for Humanity
✓ Number of MARTA riders to the festival
✓ Number of Uber/Lyft drop-offs
✓ Number of Lime/Bird Scooter or bike riders
✓ Number of bikes parked in the bike valet spaces (500 available)
✓ Number of Green Team volunteers
✓ Planet 420 Zone green non-profits involvedOur goal is to celebrate good times while doing good for Mother Earth.”
The report is positioned as a public accountability measure and will provide benchmark data for future events.
In discussing the event’s energy offset program, Clark noted:
“This year marks a fresh, intentional expansion of our energy offset strategy. It’s the first time we’re taking such a comprehensive approach to measuring and offsetting our energy use—and it won’t be the last. As we celebrate our 20th anniversary, we're honoring our roots by doubling down on our commitment to sustainability. This new program is just the beginning of a long-term plan to make the festival more energy-conscious every year.”
This marks a strategic shift for the festival, which is formalizing its environmental impact monitoring through new metrics and reporting.
SweetWater has also introduced initiatives such as the Million Can Program, in partnership with Greenway Festival Management Group, Novelis, and Intonu Recycling. The goal is to repurpose 150,000 aluminum cans collected during the festival to help fund new homes built to green standards by Habitat for Humanity. The initiative is part of a broader national campaign, “Every Can Counts,” led by the Can Manufacturers Institute, aimed at increasing recycling rates and public awareness.
Looking to the future, SweetWater is evaluating the feasibility of achieving zero-waste and potentially carbon-negative status for 420 Fest. “Every year we get closer,” Clark said. “From donating proceeds to Waterkeeper Alliance to supporting recycling initiatives and composting programs on site, we’re always looking for ways to green the fest even more. We’re taking a thoughtful, event-by-event approach to scaling our sustainability practices, and the ultimate vision is clear: a festival that not only celebrates good times but leaves a positive impact on the planet. It’s a journey we’re committed to, and we’re excited to bring our fans along for the ride.”
To increase attendee engagement, SweetWater will deploy dozens of Green Team volunteers to serve as environmental ambassadors. Festivalgoers will also have the chance to participate in a raffle for a premium e-bike, with proceeds supporting pedestrian and bike safety efforts by Propel ATL. The festival is promoting alternative transportation through limited-edition MARTA “420 Breeze” passes, prominent signage, and a 500-space bike valet area.
By embedding participatory elements into its sustainability model, the festival seeks to raise awareness while reducing its operational footprint.
With data reporting, composting programs, green partnerships, and a long-term commitment to energy efficiency, SweetWater 420 Fest is positioning itself as a model for environmentally conscious event planning.
