A method and apparatus for unwinding a vertically oriented roll of web material is disclosed. The roll comprises a lower surface, an upper surface and a circumferential surface. The apparatus comprises: at least one drive element adapted to rotate the vertically oriented roll, a sensor adapted to measure a tension of the web, and a controller adapted to adjust a speed of the web according to the tension of the web. The method comprises steps of rotating the roll, determining a desired web tension, and adjusting the speed of the roll according to the desired web tension.