In a bold step toward sustainability, Target has become the first major U.S. supermarket retailer to introduce a range of wines packaged in eco-friendly paper bottles. The Collective Good wine range, now available in nearly 1,200 Target stores across the U.S., is packaged in the award-winning Frugal Bottle — a low-carbon, lightweight alternative to traditional glass bottles.
Available at just $9.99 to coincide with Earth Month, the range includes a Cabernet Sauvignon from California, a Red Blend from Spain, a Sauvignon Blanc from Chile, and a Pinot Grigio from Italy. Each wine was carefully selected not only for its quality but also for its commitment to environmentally friendly winemaking practices.
A Packaging Revolution
The Frugal Bottle, developed by British sustainable packaging innovator Frugalpac, is made from 94% recycled paperboard with a food-grade pouch inside. Weighing just 83 grams, the bottle is five times lighter than glass and has a carbon footprint 84% lower, emitting only 91.9g CO₂e per unit compared to 440g CO₂e for a typical glass bottle.
Target has initially commissioned 256,000 Frugal Bottles, a move estimated to save 98.3 U.S. tons of CO₂e—equivalent to:
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Burning 99,058 pounds of coal
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Consuming 10,034 gallons of gasoline
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Using 206 barrels of oil
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Driving more than 227,000 miles, or over five times around the planet
A Collective Effort for the Planet
The Collective Good wines are the result of a collaborative effort between Latitude Wines (LWX) in California, responsible for sourcing and importing, and Monterey Wine Company, which fills the paper bottles. So impressed by the concept, Monterey Wine Company has acquired its own Frugal Bottle Machine, capable of producing over 2.5 million paper bottles annually.
Each winery behind the Collective Good wines also prioritizes sustainable practices:
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In California, wind turbines generate 100% of the winery’s power.
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In Spain, regenerative viticulture enhances soil carbon capture.
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In Chile, 100% solar energy powers the winery.
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In Italy, dry farming conserves water by growing grapes without irrigation.
Why Frugal Bottle Matters
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Eco-friendly: Uses 77% less plastic than recycled plastic bottles, with a water footprint four times lower than glass.
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Easily Recyclable: Just separate the paper shell from the recyclable food-grade pouch.
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Design Innovation: Offers 360-degree branding, helping the product stand out on shelf and table.
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Producer Friendly: Bottles can be made on-site, reducing shipping emissions and cost.
With this groundbreaking launch, Target not only answers growing consumer demand for sustainable products but also sets a new industry benchmark in eco-conscious packaging. The Collective Good wine range is a tangible reminder that impactful environmental change can come in even the most unexpected forms — like a bottle of wine.