From Waste to Wasted by Fitzroy

Using washed-up Coca-Cola labels Dutch studio Fitzroy created the world’s first sustainable rum brand, producing one-of-a-kind bottle caps that double as art pieces. Cool start hum?! Where is the rum?!

“During January of 2017 the Dutch beaches of the North Sea Islands were being polluted with red Coca-Cola wrappers”

 Fitzroy decided to recycle and reuse them to create their own special blend. By melting and pressing waste from the North Sea, they produced beautiful bottle caps. Beautiful indeed but where is the rum!?

Together with the new flasks which are made of recycled glass from the same watery expanse, Fitzroy created world’s first sustainable liquor packaging. The eye-catching marble look-a-like top creates a unique and distinctive design which invites people to reuse this bottle for other purposes as well. This is also the main reason the bottle itself won’t be branded but wrapped. Making it a perfect water carafe which is definitely a plus.

” Because as we all know after the waste and the wasted story, comes the chapter titled: the hangover. So reuse this bottle and save our planet from another headache.”

And the Rum?! Where is it?!

You can find out more here.

All and all it’s beautiful but let’s end this by asking this:  “Where does the cap bottles end up after?” Oh and where is the Rum?!

Take care.


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