The new, sustainable paper bottle has already been selected by Ocado and consumers will be able to add it to their baskets this month.
When in Rome has collaborated with alt-format experts Frugalpac, the British sustainable packaging company, to launch the new bottle.
In July 2020 Frugalpac revealed the new it had launched its new recyclable wine and spirits bottle calling it “the biggest innovation for wine and spirits” since the glass bottle
Single-use glass bottles and their transportation are two of the biggest contributors to a wine’s carbon footprint, making up 39% of the overall wine industry’s carbon emissions, When in Rome said.
“Our paper bottles are made from 94% recycled paper and have a carbon footprint 84% lower than a single-use glass bottle,” said Rob Malin, founder of When in Rome.
“The Frugal Bottle combines all of the eco advantages of our bag-in-box format with the obvious advantage that it has the same shape, capacity and price point of other premium brands still being sold in single use glass bottles.”
Last year When in Rome went public with their climate footprint with the help of sustainability experts, Carbon Cloud.
“This was just the start of our commitment towards radical transparency on the climate impact of our business activities,” added Malin.
“With the launch of our new paper bottle, we feel we’re really making our mark on the industry, particularly when it comes to encouraging others to follow in our footsteps towards a more sustainable future.”
Malcolm Waugh, ceo of Frugalpac said: “We’re thrilled that When in Rome have chosen to join the paper bottle revolution. They’ve pioneered the use of alternative wine formats with bag-in-box and cans and we’re sure our Frugal Bottle will be a huge success for them.”
Rob Grimes, buying manager of Ocado said: "I'm very excited to be able to bring the When in Rome Paper bottle into our range at Ocado. It's great to see the team consistently pushing the boundaries of wine packaging and leading the way in making the category more sustainable. Add in the fact that the wine inside is top quality, I have no doubts our customers will love this addition to our range.”