One man’s trash. Fitzroy Premium Navy Rum is more than just stunning packaging design—it’s also about sustainability and creating a product that doesn’t just end up in the landfill. We spoke with Marnix Tiggeloven at Fitzroy to learn more about the process of creating this delightful rum, crafting the story behind it, making it sustainable, and more.
Fitzroy: It started with the rum and the angle to address the serious issue of pollution in the oceans.Our link with the naval symbolism is fairly strong. So it all felt pretty natural and the process of designing was super fun.
We began with the most important ‘asset’—The Rum. Located in the center of Amsterdam is a company called E&A Scheer. They are renowned rum blenders since the 18th century. Together with their master blender we explored numerous different navy style blends. The most important success criteria was that we would want to buy and drink it ourselves. Pure… and mixed with Ginger Beer (as a Dark and Stormy). So after we selected 3 different blends that we liked, we checked with some well known cocktail shakers and bar men from our network to choose the perfect blend. So now we have a typical Navy Style Rum: dark and heavy originated from only anglophone Caribbean islands. A blend of unlayered pot still rum from Jamaica, 3 year old rum from Barbados and unlayered Trinidad rum.
