When in Rome is launching a paper wine bottle into Ocado.
The bottle is made from 94% recycled paper, and is claimed to have a carbon footprint 84% lower than a single-use glass bottle.
It was developed in collaboration with sustainable packaging company Frugalpac.
When in Rome will pour three of its wines into the paper bottles: Pecorino IGP Terre di Chieti, Rosato and Primitivo IGP Puglia.
They have already launched via the brand’s website and will roll into Ocado in May (rsp: £10.99/750ml).
When in Rome founder Rob Malin said the bottles combined “all of the eco advantages of our bag-in-box format” with the added advantage of having “the same shape, capacity and price point of other premium brands still being sold in single-use glass bottles”.
“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,” he added.
Ocado buying manager Rob Grimes said he was “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.”
Grimes added he had “no doubts our customers will love this addition to our range”.
It comes after the eco-friendly craft wine supplier hit its £400k crowdfunding target to fund the launch of its paper bottles in December.
When in Rome isn’t the only drinks supplier exploring paper packaging.
Absolut Vodka last year trialled a prototype paper vodka bottle (made up of 57% paper and 43% recycled plastic) in the UK and Sweden.
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