In a landmark step for India’s sustainable packaging and UK–India trade collaboration, Goa-based Rhea Distilleries has become the first Indian brand to launch a spirit in a paper bottle — the Frugal Bottle — for its Fidalgo Premium Cashew Feni.
The announcement coincides with UK Prime Minister Sir Keir Starmer’s trade visit to India on October 9, aimed at strengthening bilateral trade relations following the recently signed UK–India trade deal.
This pioneering initiative marks a collaboration between UK-based packaging innovator Frugalpac, India’s packaging leader ITC’s Packaging and Printing Business, and Goan premium spirits producer Rhea Distilleries.
A World-First Sustainable Packaging Solution
Developed by Frugalpac in Ipswich, UK, the Frugal Bottle is the world’s first and only commercially available paper bottle for wines and spirits. It is made from 94% recycled paperboard with a food-grade liner that safely contains liquids.
Weighing five times less than glass and carrying a carbon footprint up to six times lower, the bottle offers a revolutionary alternative for sustainable packaging. The design allows for easy recycling — the paper shell and liner can be separated and processed through existing waste streams.
The British-made Frugal Bottle will now be produced in partnership with ITC for the Indian market. The agreement, signed last month during Frugalpac’s visit to India, also includes plans to indigenize the liner and paperboard and to commission Frugal Bottle Assembly Machines (FBAMs) locally to scale up production across South Asia.
Sustainable Spirits from Goa
Rhea Distilleries has commissioned an initial production run of Frugal Bottles for its award-winning Fidalgo Premium Cashew Feni, a traditional Goan cashew apple brandy.
The paper bottle will debut in select markets in Goa, showcasing how sustainability can meet tradition in one of the world’s fastest-growing spirits markets.
This initiative supports India’s broader goal to reduce plastic and glass waste while promoting circular economy practices in packaging. By replacing conventional glass bottles with Frugalpac’s paper alternative, Rhea Distilleries expects to significantly lower carbon emissions linked to packaging and transportation.
Strengthening UK–India Trade and Innovation
The partnership reinforces the UK’s growing trade and innovation ties with India. Frugalpac’s entry into the Indian market is being facilitated by ITC, one of India’s most respected conglomerates with deep expertise in paper, board, and packaging solutions.
Frugalpac’s leadership has received recognition from the UK Government, having been invited by Prime Minister Sir Keir Starmer to a business reception at 10 Downing Street, and by earning the prestigious King’s Award for Enterprise.
Frugalpac has also collaborated with the UK Department for Business and Trade to promote sustainable packaging globally — including the presentation of bespoke royal “Cardbordeaux” bottles to King Charles III and Queen Camilladuring their state visit to France.
The company’s paper bottles are now used for over 127 different wines and spirits worldwide and are available in major U.S. retail chains such as Target, Whole Foods, and 7-Eleven.
A Shared Vision for a Circular Economy
The collaboration aligns with ITC’s Sustainability 2.0 agenda, which focuses on:
- Supporting sustainable livelihoods
- Driving climate resilience and net-zero initiatives
- Ensuring water security
- Enabling a circular economy for post-consumer packaging waste
With India’s alcohol industry valued at over US$55 billion, this innovation comes at a crucial time as consumers increasingly demand environmentally responsible packaging.
The Frugal Bottle launch sets a new benchmark for sustainability in India’s beverage sector, demonstrating how international collaboration and local innovation can work together to create a greener future for the packaging industry.