Fitzroy Premium Navy Rum: The First Sustainable Rum

Fitzroy, Netherlands is giving the term 'getting wasted'a whole new meaning with the packaging for their premium rum, made entirely from debris found in the ocean. in January 2017, the levels of pollution in the north sea became apparent to the team at amsterdam-based creative agency Fitzroy, as dutch beaches were seen to be littered with trash and in particular Coca-Cola labels. although drinking to forget serious problems isn’t always the answer, Fitzroy found a way to turn the consumerism that caused the excess waste into the answer that could get rid of it by using the rubbish to manufacture the packaging for their premium rum. this way, people could drink, whilst cleaning the ocean at the same time.