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From Waste to Wasted

Challenge

Create a sustainable product that reflects the nautical heritage of Fitzroy

Insight / trend

We see a large amount of products and services that consciously contribute to a cleaner environment. Surprisingly though, we don’t see any evidence of this trend appearing in the liquor market.

Idea

The first sustainable rum label: Fitzroy Premium Navy Rum. By melting waste from our North See, we produced marble look-a-like bottle caps, creating a unique design that invites people to reuse this bottle for other purposes as well.

Result

A staggering volume of global earned media, adopted by a established retailer (www.chabrolwines.com) and a cleaner piece of the North Sea.