# Repurposed Waste Rum Bottles The Creative Agency Fitzroy Offers Bottle Caps Made from Coke Labels By Mishal Omar | Published 2017-05-08 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/fitzroy References: [packagingoftheworld](http://www.packagingoftheworld.com/2017/05/fitzroy-premium-navy-rum.html) & [fitzroy.nl](http://fitzroy.nl/) Fitzroy Premium Navy Rum is the brainchild of the creative agency Fitzroy, which wanted to do something about the excessive waste found on the Dutch beaches of the North Sea Islands. The beaches were littered with countless Coca Cola wrappers, and so Fitzroy decided to collect them and make something beautiful out of them. The agency melted the wrappers down and from there, created [beautiful square bottle caps](https://www.trendhunter.com/trends/secure-flip-sports-cap) that have a natural marbled look to them. The caps are used to cover Fitzroy's Premium Navy Rum, which is now being marketed as the "world's first [sustainable rum label](https://www.trendhunter.com/trends/sapling-spirits-vodka)." This rum brand evokes multiple techniques to make it stand out in an overrun market – visually appealing and distinct branding, a quality product, and the promise of a slightly more sustainable and eco-friendly future in the alcohol industry. ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 83% | Activity: 82% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Key Themes Behind This Trend - **Sustainable Packaging:** Opportunity for innovative packaging solutions using repurposed waste materials. - **Eco-friendly Branding:** Potential for creating distinct and visually appealing brand identities with sustainability as a core value. - **Circular Economy:** Growing demand for products made from recycled materials and waste reduction strategies. ### Where This Applies - **Alcohol:** Opportunity for alcoholic beverage brands to differentiate themselves through sustainable packaging and eco-friendly practices. - **Creative Agencies:** Increasing need for creative agencies to provide innovative solutions for repurposing waste materials and creating eco-friendly branding. - **Packaging:** Rise in demand for sustainable packaging solutions that utilize repurposed waste materials. ## Related on Trend Hunter - [Eco-Friendly Soda Bottle Caps](https://www.trendhunter.com/trends/cocacola-uk.md) - [Redesigned Cultural Rum Bottles](https://www.trendhunter.com/trends/havana-club-x-martine-rose.md) - [Neo-Pop Rum Bottles](https://www.trendhunter.com/trends/dictador-game-changer.md) - [Jeweler-Created Rum Bottles](https://www.trendhunter.com/trends/havana-club-aejo-7-aos-bottle.md) - [Elegant Rum Packaging Designs](https://www.trendhunter.com/trends/zacapa-rum.md) - [Rum-Based Cream Liqueur Packaging](https://www.trendhunter.com/trends/rumbased-cream-liqueur.md) - [Fully Recyclable Beverage Packaging](https://www.trendhunter.com/trends/levi-roots-caribbean-crush.md) - [DIY Whisky Bottles](https://www.trendhunter.com/trends/diy-whisky-bottle.md) - [Resealable Recyclable RTD Packaging](https://www.trendhunter.com/trends/reef-rtd.md)