Norwegian Cruise Line, the innovator in global cruise travel with a 53-year history of breaking boundaries, is now single-use plastic beverage bottle free across its fleet. The brand announced last year that it partnered with JUST Goods, which enabled the it to replace all single-use plastic water bottles across its 17-ship fleet, beginning with its most recent ship, Norwegian Encore.

The achievement is one of the latest sustainable steps forward for the cruise line. In 2018, the company eliminated single-use plastic straws across its fleet and private destinations, and as a result of this most recent initiative, it will replace over six million single-use plastic water bottles every year.

In addition, the brand is working to eliminate single-use plastic shampoo and conditioner bottles later this year. These efforts are driven by the company’s Sail & Sustain Environmental Programme, which is its commitment to minimise waste to landfills, reduce its CO2 emissions rate, increase sustainable sourcing and invest in emerging technologies.

“This is a special proud moment for us,” said Harry Sommer, president and chief executive officer of Norwegian Cruise Line. “It’s just one of the ways we are working to preserve our oceans and the destinations we visit. While this is just the beginning of what we and others can do, we are incredibly committed to our Sail & Sustain programme and believe in the importance of preserving our natural resources.”

Envisioned and founded by American rapper, songwriter, actor and activist Jaden Smith and family, JUST takes an innovative approach to sourcing and packaging the world’s most valued resource – water. The revolutionary company focuses on an impact model, taking into consideration both how the water is sourced and packaged. JUST is 100% spring water in a plant-based carton.