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



passion
f or
excellence WINES & SPIRITS CHRONICLE
THE US HAS BEEN A REAL TRAILBLAZER IN
OUR PAPER BOTTLE REVOLUTION. THEIR
WINES AND SPIRITS BRANDS WERE AMONGST
THE FIRST TO MOVE TO THE FRUGAL BOTTLE
AND ITS CLEAR THERE’S AN INCREASING
MARKET FOR PEOPLE WHO WANT TO DRINK
MORE SUSTAINABLY.

Malcolm Waugh, Frugalpac CEO
Monterey Wine Company General Manager Shannon Valladarez
said, “At Monterey Wine Company pioneering innovation embracing
new technologies and driving much-needed sustainability and
efficiency in the wine packaging industry is written into our DNA.”
“As the first U.S. producer of the Frugal Bottle, we are proud
to partner with Target to bring The Collective Good wines to
nearly 1,200 stores in the revolutionary paper Frugal Bottle.”
LWX Vice President, Business Development and Sales
Graham Nordin said, “We’re incredibly proud to partner with
Target to bring an innovative and sustainably focused wine
brand to their guests across the US.

“Sourced from sustainably-minded, quality driven wineries
from around the world and then brought together in a
recyclable paperboard bottle – Collective Good is committed
to protecting the environment, one bottle at a time.”
Frugalpac CEO Malcolm Waugh said, “The US has been a
real trailblazer in our paper bottle revolution. Their wines and
spirits brands were amongst the first to move to the Frugal
Bottle and its clear there’s an increasing market for people
who want to drink more sustainably.

“We’re proud to see Target making this commitment to
stocking the Collective Good in all their retail outlets. It’s a big
endorsement for sustainable low carbon packaging that can
deliver great taste but less waste.”
 www.frugalpac.com
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