Our everyday, everyday actions of "life and consumption" unfortunately result in environmental pollution, and Fitzroy, a creative agency based in Amsterdam, Netherlands, has taken a unique approach to address this issue.

First, they launched a project called "From Waste to Wasted." Under the theme of "Let's drink alcohol and clean up the ocean," they created everything from the packaging to the rum itself, named "Fitzroy Premium Navy Rum."

The rum inside, named Navy Style, is said to have a smooth yet dark and heavy taste that differs from regular rums. The outside is wrapped in stylish paper and features a distinctive bottle cap. The packaging is made from recycled waste that had previously been dumped into the ocean. The marble-painted bottle cap is made from Coca-Cola labels that have been collected, melted, and pressed, while the bottle is made from recycled glass. To ensure that both can be reused even after the contents have been consumed, the bottle is wrapped in paper rather than having a label attached. Fitzroy recommends using the empty bottle as a pitcher, which is a humorous pun in line with the concept: this is for the project's next chapter, "The Hangover."

All sales of Navy Rum will be donated to the environmental protection organization North Sea Foundation, showing Fitzroy's desire to reduce environmental pollution even if only a little.
Video source: (Official Vimeo: https://vimeo.com/212260944)

*This article has been translated and written with permission from (Source: http://fromwastetowasted.nl/).