Introducing Fitzroy Navy Rum

The first ever ‘environmentally responsible’ rum. Drinking away a problem has now become a viable option. We wanted to encourage people to rethink the cycle of consumption, and to also contribute by drinking responsible and with a noble purpose.


The alcohol is special because it combines a "navy style" recipe with age-old methods to create a dark and heavy yet smooth drink that blends flavours from Jamaica, Barbados and Trinidad. For the cap we’ve used Coca Cola labels which washed up on the Dutch coast. With the help of volunteers, we not only cleaned the beach, but also processed the labels into plastic caps that resemble marble.

Recycled and reusable

The bottle is made from recycled glass and can also be reused as a water bottle. Finally, the paper wrapper has a custom illustration referring to the sea, adding the perfect finishing touch to this work of art.