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42BELOW is the purest vodka on the planet. Because it's made in super-pure NZ. So, they want to keep NZ pure. But, how could 42BELOW be all eco, yet still retain their irreverent attitude everyone knew and loved?

We cleaned the drinkers, and tackled the not-so-massive issue of cocktail-garnish-waste.

From now on, instead of throwing away all the leftover bits of lemon from 42BELOW cocktails, we recycle them to create 42BELOW Recycled Cocktail Lemons Eco Soap. The world’s first soap made from cocktail dregs.

We then send this back into bars, so drinkers get clean, and buy more vodka.