Target will soon be selling wine in paper bottles, reportedly to appease the green lobby, but not everyone is impressed.

Bottle makers insist the design is stronger, lighter, and eco-friendly, and was recently awarded the King’s Award for Enterprise from King Charles III, the Daily Mail reported.

The bottles are made from 94 percent recycled paperboard with a plastic food-grade liner, resulting in a product that is six times cheaper to produce and dispose of, according to the DM.

We’re making it even easier for drinks brands to cut carbon and join the paper bottle revolution.
The ‘Fill Good Collective’ is a global network of Frugal Bottle co-packers, helping to decarbonise the drinks industry – one bottle at a time. pic.twitter.com/If08W2NHPV

— Frugalpac (@frugalpac) February 19, 2025

But if they’re anything like mostly despised paper straws, wine drinkers will be disappointed.

Our paper Frugal Bottle revolution continues to make waves around the world.
Here’s French television covering our paper bottles with our partner in France, La Bouteille qui Cartonne. pic.twitter.com/SiNkd6LCdY

— Frugalpac (@frugalpac) March 26, 2025

“First, they got rid of corks. I suppose the screw top is more convenient. Now, the glass is going. The wine simply doesn’t taste the same,” Andrea Smith, from New York, told the Daily Mail.

That feedback isn’t stopping over 60 wineries and distilleries in 25 countries, including Bonny Doon Vineyard and Half Shell Vodka, from adopting Frugalpac’s paper bottles.

Well done to @sainsburys ‘s’s for actively promoting wine in our paper bottles!

You’ll find @wheninromewine in our Frugal Bottles in the wine aisle and in prime position on the end-of-aisle display.

The paper bottle revolution continues.#paperbottle pic.twitter.com/67vPZUUXXT

— Frugalpac (@frugalpac) March 3, 2025

CEO Malcolm Waugh calls it an easy eco-friendly choice, the DM reported.

Target ordered 256,000 bottles for U.S. stores, cutting 98.3 tons of CO2e. Monterey Wine Company, the first U.S. producer, and Latitude Wines supply the bottles. Monterey’s GM Shannon Valladarez said she is proud to partner with Target.

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