Drink responsibly, save our oceans.
With Fitzroy Premium Navy Rum we stay the course towards a cleaner ocean, by
changing one of our favourite ways of consuming: drinking.
Turning waste from our North Sea into liquor packaging, we have created the first sustainable rum label. Giving you the opportunity to drink and clean up the ocean at the same time.
Let’s hope you’re thirsty.
Drinking and cleaning up the North Sea are the same
Sustainable marble
By melting, blending and pressing waste from the North sea, we produced bottle caps. Using Coca-Cola wrappers as our main ingredient. This marble cap is a collaboration with Jut Product. An initiative by Studio Eric Klarenbeek and Maartje Dros in association with Jesse van Overmeeren.
Please open carefully
Open our wrapper with care and you will get a piece of art in return. This custom made craftwork combines the bravery and willingness of the past with the environmental challenges of the future.
Robert FitzRoy
Fitzroy Premium Navy Rum is named after Robert FitzRoy, also known as the captain who steered Charles Darwin on his journeys of discovery.
Designed for you to reuse
Unique Design
Each bottle cap is a unique blend of waste from our North Sea and can’t be reproduced.
Recycled Flasks
Our flasks are made from recycled glass. Making Fitzroy Premium Navy Rum the first sustainable liquor packaging.
Navy Style Blend
Presenting you flavours from Jamaica, Barbados and Trinidad in the so called ‘Navy Style’. Dark, heavy and originated from only anglophone Caribbean islands.
Reuse this bottle
We recommend refilling this bottle with water as the next chapter in the waste to wasted story is most likely titled: the hangover.
Options feel limited for many of us when it comes to solving problems as big as oceanic pollution. With more than 100 million tons of plastic soup and the broken homes of many marine animals, our ability to help seems diminished. And the worse part is, that the dramatic increase of plastic pollution is simply a side effect of our way of living and consuming.
So instead of coming up with another fix, project or charity with campaigns designed to motivate people. We looked at one of our favourite past times. And turned a problem into a solution, by changing the way we consume alcohol. Giving the term ‘get wasted’ an entirely new meaning.
With Fitzroy Premium Navy Rum we stay the course towards a cleaner world. So drinking to forget the problems we cause, will actually help solve them.
January 2017, Dutch beaches were polluted by a container of red Coca-Cola wrappers. We used this waste as our main ingredient for our bottle caps, creating a sustainable version of rum-coke.
Our beautiful world, discovered by brave captains who faced the dangers of the seas, who mapped it’s unknown lands and possibilities – for us. That world is starting to disappear…
The majestic ice mountains we discovered while searching for the edge of the world, are sinking. Mysterious landscapes responsible for our food, our raw materials and our riches will vanish.
Because of our way of living and consuming, the world, discovered by the brave and willing men of the past, has no future. So what will you do now, right now, about this bothersome burden…
The options feel limited when it comes to dealing with these enormous problems…
Except one of course.. Get wasted.
Yes, I’m talking about the old sailor’s tradition to forget about all the misery, sorrows and hardships – and boost the moral of your crew.
By opening this flask of liquid courage. Made with new techniques that turns waste from our North Sea into beautiful bottles. Creating sustainable packaging for our rum.
So drinking to forget the problems we cause, will actually contribute to solving them. Starting with cleaning up our North Sea. That’s what we call: A message in a Bottle.
For more information about the From Waste to Wasted Initiative please contact your local Fitzroy representative.
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