Glass has come under attack in the wine world. In particular, heavy glass bottles that were for many years considered an indication of quality wine. It is a myth that is being called out and dismissed.
The problem with heavy bottles is an environmental one. The heavier the bottle, the more negative the impact as a result of harmful production processes and greater shipping weight. Many producers are committing to lighter glass to bottle their wines.
There are alternatives to glass. I wrote about that in this post on the Pitchcork website. Bag-in-box, aluminum cans, aseptic cartons, and PET plastic are all better alternatives. These have been common for many years. Relatively new on the market is Frugalpac—a bottle composed of 94% recycled paper. It is up to five times lighter and uses up to six times less carbon than a glass bottle. The cardboard bottle houses a removable bladder much like bag-in-box. When empty, simply press a marked point on the bottle and it splits apart and allows the bottle and bladder to be separated for recycling. This is a welcome effort for the environmentally-conscious consumer seeking to reduce their carbon footprint through the products they consume.
While the packaging structure is laudable, the printed design is awful. The grapevine drawing calls to mind 1970s clip art. It is reversed out of a purple colour that is closer to mauve than burgundy and not that appealing, especially in the lighter values reserved for the branding. Speaking of which, I couldn’t find an explanation for 3Q. I’m guessing the black shape is a drop of wine but if true, why black? This paper package presents a phenomenal opportunity to create a beautiful fully wrapping design. That has been wasted here. Aesthetics are not the incentive to buy this product. There is however a good reason besides the eco-friendly bottle to do so. The wine.
This Sangiovese-based red blend is from Cantina Goccia in the Umbria region of Italy. The focus on the package might create lower expectations for the wine. If you set the bar at drinkable you’ll be pleasantly surprised. It’s really not bad. Certainly a wine worthy of weekday consumption. A great choice for picnics or camping too. Especially if there are recycling bins nearby.
It should be noted that this product comes with a best before date. In this case, the same year it arrived on the market.
The Frugalpac is a commendable endeavor in reducing the effect of carbon on the environment. There is room for improvement but further development will depend on consumer acceptance.
Would you buy this cardboard bottle? Let me know in the comments below.
