Drink responsibly

27.04.2017 Whole-system Thinking : Sustainability : Packaging
The Waste from Wasted by Fitzroy, The Netherlands

The Netherlands – Fitzroy has used discarded Coca-Cola bottle labels to produce sustainable packaging for its new rum product.

  • The labels were pressed, melted and blended to create marble bottle caps
  • More than 8.5m tonnes of plastic waste is dumped into the ocean each year, according to a study published in the academic journal Science

The packaging, which is made from discarded Coca-Cola bottle labels sourced from the North Sea, aims to educate consumers about marine pollution and enables them to effectively clean up the ocean while they drink.

The labels were pressed, melted and blended to create sustainable marble bottle caps, while the bottle is made from recycled glass sourced from the North Sea.

From Waste to Wasted, the accompanying campaign microsite, gives further insight into the packaging and the history of the brand, and all profits made from sales of the rum will be donated to the Dutch North Sea Foundation.

The Big Picture

Brands are increasingly adopting a Whole-system Thinking mindset and prioritising environmental initiatives over financial gain. For more, read our Sustainability Market.

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