In 2025, wine packaging is undergoing a dramatic shift as brands rethink materials, design, and messaging. Glass may still dominate, especially for premium wines, but sustainability and innovation are reshaping how wine is presented, shipped, and consumed. The wine industry, steeped in centuries of tradition, is undergoing a packaging revolution that’s turning heads and stirring debate. At the center? Paper wine bottles. Touted as a game-changer for sustainability, they’ve sparked enthusiasm from environmentalists and hesitation from traditionalists. But love them or loathe them, paper bottles are becoming impossible to ignore.
The Rise of Paper Wine Bottles
Frugalpac, a pioneer in this space, produces bottles from 85–94% recycled paperboard with a food-grade liner. These bottles are five times lighter than glass and boast a carbon footprint up to 84% lower. Supply chain disruptions during the Ukraine war pushed some European wineries, including Château Malijay, to test this lightweight alternative. By 2023, the first paper bottle was launched for Mistral Gourmand in France and over 3 million have been sold globally since.
Major U.S. retailers like Target are taking note. In 2025, Target became the first in the country to offer a paper-bottled wine line, signaling a turning point for mainstream adoption.
Tradition vs. Transformation
Paper wine bottles are stirring up the industry but despite sustainability gains, challenges remain. French wine culture still equates glass and cork with quality and heritage. Paper bottles often with screw tops, disrupt that image. There’s also the matter of price. Currently paper bottles cost up to 30% more to produce, and their shelf life is shorter. While ideal for casual or mid-range wines, they’re not built for aging.
At Calitho, we partner with wine brands to create packaging that captures attention and tells your story. Whether it’s sustainable cartons, branded neckers, in-store signage, or custom membership kits, we craft solutions that elevate every bottle. Let us help with your next project by requesting a quote today and together we’ll make your next vintage unforgettable!
Another blog on wine packaging: Types of Wine Packaging | Calitho Printing Packaging Bay Area