IBP WINES & SPIRITS CHRONICLE
TARGET BECOMES
FIRST MAJOR
US RETAILER TO
COMMISSION SUSTAINABLE WINE
IN PAPER BOTTLES
THE TARGET CORPORATION IS THE FIRST MAJOR USA
SUPERMARKET RETAILER TO COMMISSION A RANGE OF
SUSTAINABLE WINES IN REVOLUTIONARY LOW CARBON
PAPER BOTTLES THAT WILL SAVE THE EQUIVALENT OF
NEARLY 100 TONS OF CARBON DIOXIDE.

The Collective Good wine range, which is
bottled exclusively in the paper Frugal
Bottle, has a Red Blend, a Sauvignon
Blanc, a Cabernet Sauvignon and a Pinot
Grigio have just gone on sale in nearly
1,200 of its stores across the US from just
$9.99 to tie in with April’s Earth Month.

The Frugal Bottle, which was designed
by British sustainable packaging company
Frugalpac and recently awarded the
King’s Award for Enterprise for innovation
from His Majesty King Charles III, is made
from 94% recycled paperboard with a
food grade pouch to hold the liquid.

It is five times lighter than a glass
bottle and crucially uses six times
less carbon and energy to produce
and dispose. The carbon footprint of
a standard glass wine bottle is 440g
(15.52oz) CO2e. But a Frugal Bottle is
only 91.9g (3.23 oz) CO2e. This means
it has a carbon footprint 84% lower
than glass bottles.

Target has ordered 256,000 of the
Collective Good bottles to sell in their
US stores in a move that will save 98.3
US tons of CO2e.

The Collective Good range is a
collaboration between California’s
Latitude Wines (LWX), who sourced and
imported the wines and California’s
Monterey Wine Company, who filled the
paper bottles.

Monterey Wine Company, who are
based in King City, liked the bottles
so much they have now acquired their
own Frugal Bottle Machine and are
producing the paper bottles on site.

The machine can produce in excess of
2.5m paper bottles a year.

BUYERS ALL YEAR ROUND VISIBILITY
GUIDE UNDER YOUR PARTICULAR SECTION OF EXPERTISE
Contact us on +44 (0)1256 263762 or bg@binstedgroup.com to discuss
your requirements or for more information
32 INTERNATIONAL BOTTLER & PACKER | JUNE 2025