Woman falls from Carlsberg-sponsored Aerial Ride at Roskilde

A woman has died at the Roskilde Festival after plunging from the Tuborg Aerial Cableway. BBC News reports:

Danish police spokesman Carsten Andersen said the cause of the accident has yet to be determined.

The Carlsberg ride is described as an interesting way of getting from the camping area to the performance part of the site:

The aerial cableway consists of 72 shipping containers stacked as a tower. Festivalgoers will be able to go from the camping area to the festival, a distance of about half a kilometre.

The cost of a trip is 10 empty cans.

The deposit value of the cans will be donated to the FødevareBanken, a voluntary organization that collects about-to-expire food from Danish supermarkets and delivers it to homeless shelters.

Perhaps something has been lost in the translation here, but it sounds a little like people are being encouraged to drink their way through ten cans before clambering up the side of a tower. Notwithstanding this accident, perhaps this was an idea that hadn't been thought fully through by the team at Carlsberg.