Target is adding a sustainable spin to wine night with the launch of Collective Good, a new wine line packaged in recycled paper bottles, just in time for Earth Month.
A wine bottle that feels like a milk carton might sound like a hard sell. But the moment you pick up Collective Good’s paper bottle, its logic—and its lightness—makes sense.
Available in nearly 1,200 stores across the U.S., the line features four wines, including California Cabernet Sauvignon, Spanish Red Blend, Chilean Sauvignon Blanc, and Italian Pinot Grigio. Each bottle costs $9.99 and comes in the “Frugal Bottle,” a paperboard alternative made from 94 percent recycled content. It’s five times lighter than glass, shelf-stable, fully recyclable, and its wraparound branding stands out in the wine aisle.
Glass has long been the default container for wine—but it’s also one of the industry’s highest carbon-emitting materials. Producing glass requires high-temperature furnaces and large amounts of energy, often from fossil fuels. Once bottled, glass adds shipping weight and volume, which increases shipping emissions. While glass is technically recyclable, actual recycling rates vary widely across the U.S., and many glass containers end up in landfills. Packaging can account for 40% of wine’s total carbon footprint, with glass being the biggest contributor, according to the California Sustainable Winegrowing Alliance.
Target’s new bottles, made by Frugalpac, significantly reduce their carbon footprint. Each bottle produces 84% less carbon than a regular glass bottle. According to the company, Target’s current order (256,000 bottles) is expected to save 98.3 tons of carbon emissions.
The sustainability story goes far beyond packaging. Each winery in the Collective Good collection has taken its own approach: solar production in Chile, regenerative agriculture in Spain, dry farming in Italy, and wind power in California. It’s a small but coordinated effort to make low-impact wine more accessible.
“We’re honored to partner with Target to bring The Collective Good wines to nearly 1,200 stores in the revolutionary Frugal Bottle,” said Shannon Valladarez, general manager of Monterey Wine Company. “This launch shows how brands can work together to reduce emissions without sacrificing the quality of what’s inside the bottle.”
This is the first time a major U.S. retailer has rolled out a paper wine bottle nationwide. While some smaller brands have piloted similar initiatives in limited stores, Target’s scale makes this a category transformation—and a sign that sustainable packaging may finally be going mainstream.
This isn’t just about what’s in the bottle. It’s about rethinking what progress looks like on the grocery aisle—and how the smallest changes can make a real difference.
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