Drinking a problem away has now become a viable option. No, really. Introducing the Fitzroy Navy Rum – not only the world’s first sustainable rum label, but also one of the most impressive and well thought out products we’ve seen in a long time. Based on an ingenious concept, the product aims to encourage people to rethink the cycle of consuming. And to also do their part by drinking. Responsibly and with a noble purpose, we might add.
Linked to the sea in every way imaginable, the rum takes its name after Robert Fitzroy, the captain of the Beagle who steered the one and only Charles Darwin in his travels. The alcohol itself is special, as it combines a ‘navy style’ recipe with age-old methods to create a dark and heavy but smooth drink that blends flavors from Jamaica, Barbados and Trinidad. And now we get to the best part – the design and packaging. Even at a glance, the bottle looks unlike anything else on the market. First, the gorgeous “marble” cap, which is actually made from waste collected from the North Sea, the main ingredient being Coca-Cola labels. Second, the flask. Crafted from recycled glass, it can also be reused as a water bottle. Finally, the paper wrapper boasts a custom illustration which references the sea, adding the perfect finishing touch to this work of art.
To make the project green and meaningful right to the end, the brand will donate all the profits to the Dutch North Sea Foundation. From the sea, back to the sea. To see a list of retailers, visit the official From Waste To Wasted website. Bottoms up! Images courtesy of Fitzroy Amsterdam.