In a move that could signal a significant shift in wine packaging, Target has become the first major US retailer to introduce a range of wines in paper bottles. The retailer’s new ‘Collective Good’ line is now available in nearly 1,200 stores across the United States, coinciding with Earth Month celebrations.
These wines are packaged in the Frugal Bottle, a sustainable alternative to traditional glass, developed by British company Frugalpac.
The Frugal Bottle is constructed from 94% recycled paperboard and includes a food-grade pouch to contain the wine. This design results in a bottle that is five times lighter than its glass counterpart and boasts a carbon footprint 84% lower than that of a standard glass bottle.
Specifically, while a typical glass wine bottle has a carbon footprint of approximately 440g CO₂e, the Frugal Bottle’s footprint is around 91.9g CO₂e.
The introduction of these paper bottles is expected to save nearly 100 tons of carbon dioxide emissions, equivalent to the emissions from burning over 99,000 pounds of coal or consuming more than 10,000 gallons of gasoline.
The Collective Good wine range is a result of collaboration between California-based Latitude Wines (LWX), which sourced and imported the wines, and Monterey Wine Company, responsible for filling the paper bottles.
Monterey Wine Company has invested in a Frugal Bottle Assembly Machine, enabling the production of over 2.5 million paper bottles annually.
The wines in this range include a Cabernet Sauvignon from California, a Red Blend from Spain, a Sauvignon Blanc from Chile, and a Pinot Grigio from Italy. Each wine is sourced from producers committed to sustainable practices, such as using renewable energy and implementing water-saving techniques.
While Whole Foods Market previously stocked a wine in Frugal Bottles on a limited basis, Target’s nationwide rollout represents the first large-scale adoption of this packaging in the U.S. retail sector.
Frugalpac reports that approximately 90% of its business is through exports, with the U.S. showing significant interest in sustainable packaging solutions. Plans are underway to expand the availability of Frugal Bottles to other retailers, including over 500 7-Eleven stores, primarily on the West Coast.
As environmental concerns continue to influence consumer choices, the success of Target’s initiative may encourage other retailers and producers to explore sustainable packaging alternatives, potentially marking the beginning of a broader shift in the wine industry’s approach to packaging.
Target, wine bottle, sustainable packaging, carbon footprint, Monterey Wine Company, wine packaging, bottles
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