Target Becomes First Major U.S. Retailer to Launch Wine in Eco-Friendly Paper Bottles
In a bold step toward sustainable innovation, Target has become the first major U.S. retailer to introduce a full range of wines bottled in revolutionary paper bottles. The retailer’s new wine collection, The Collective Good, is now available in nearly 1,200 stores nationwide—just in time for Earth Month.
A Sip of Sustainability: Wine in Paper Bottles
What sets The Collective Good apart isn’t just the wine—it’s the packaging. The entire range is bottled in the award-winning Frugal Bottle, created by British company Frugalpac. Made from 94% recycled paperboard and lined with a food-grade pouch, the Frugal Bottle weighs five times less than traditional glass bottles and slashes carbon emissions by a staggering 84%.
To put that into perspective, a typical glass wine bottle carries a carbon footprint of around 440 grams of CO2e. The Frugal Bottle? Just 91.9 grams. With 256,000 bottles already ordered by Target, the initiative will save nearly 100 U.S. tons of CO2e—the equivalent of:
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Burning 99,000+ pounds of coal
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Driving more than 227,000 miles
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Consuming over 10,000 gallons of gasoline
Global Wines with Local Impact
The wines—Cabernet Sauvignon (California), Red Blend (Spain), Sauvignon Blanc (Chile), and Pinot Grigio (Italy)—aren’t just high-quality; they come from environmentally conscious vineyards:
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In California, a dedicated wind turbine powers the winery and supplies energy to 125 local homes.
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In Spain, regenerative farming helps soil absorb more CO2.
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In Chile, 100% of the winery’s energy comes from solar power.
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In Italy, dry farming techniques dramatically reduce water usage.
A Breakthrough for Wine Packaging in the U.S.
The Collective Good wines are filled at Monterey Wine Company in King City, California, which has now invested in its own Frugal Bottle production line. With the capacity to produce over 2.5 million bottles per year, the facility marks a significant milestone for eco-packaging in the U.S.
“The Frugal Bottle stood out to us not only for its low carbon footprint but for its recyclability and visual appeal,” said Shannon Valladarez, General Manager at Monterey Wine Company. “Partnering with Target is a major step toward reshaping how wine is packaged in the U.S.”
Smart, Stylish, and Sustainable
The Frugal Bottle doesn’t just help the planet—it’s practical, too. It’s:
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Easier to carry (just 83g)
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Easier to recycle (plastic pouch separates from paper bottle)
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Uses 77% less plastic than plastic bottles
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Fully brandable with 360-degree design capabilities
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Cost-effective to transport and produce
Retail Meets Responsibility
LWX, the California-based wine importer that partnered with Target on The Collective Good, emphasized the importance of sustainability in modern wine culture. “This isn’t just a product launch—it’s a movement,” said Graham Nordin, Vice President at LWX. “We’re changing the narrative around wine and how it can be better for the planet.”
Frugalpac CEO Malcolm Waugh echoed that sentiment: “This marks a major win for eco-conscious consumers. Target’s decision to roll out The Collective Good nationwide is proof that sustainable packaging is not only possible, but scalable.”
While other stores like Whole Foods have dabbled in paper bottles before, this is the first time a major U.S. retailer has committed to stocking them chain-wide. With Target leading the charge, the future of wine packaging might just be lighter, greener, and made of paper.
