Target’s Latest Wine Drop Is Boxed, Budget-Friendly, and Better for the Planet

Target is giving wine night a sustainable twist with the launch of Collective Good, a new line of wines packaged in recycled paper bottles — and 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, the logic — and the lightness — clicks.

Rolling out to nearly 1,200 stores nationwide, the four-bottle line includes a California Cabernet Sauvignon, a Red Blend from Spain, a Sauvignon Blanc from Chile, and a Pinot Grigio from Italy. Each bottle is priced at $9.99 and comes packaged in the Frugal Bottle, a paperboard alternative made from 94% recycled material. It’s five times lighter than glass, shelf-stable, and fully recyclable, with wrap-around branding that stands out in the wine aisle.

Glass has long been the default for wine — but it’s also one of the industry’s most carbon-intensive materials. Producing glass requires high-temperature furnaces and significant energy, often from fossil fuels. Once bottled, glass adds weight and bulk to shipping, driving up transport emissions. And even though it’s technically recyclable, actual recycling rates vary widely across the United States, with many glass containers ending up in landfills. According to the California Sustainable Winegrowing Alliance, packaging can make up as much as 40% of a wine’s total carbon footprint — with glass as the biggest factor.

Target’s new bottles, made by Frugalpac, offer a dramatically lighter footprint. Each one has a carbon impact 84% lower than a typical glass bottle. According to the company, Target’s current order — 256,000 bottles — will save an estimated 98.3 U.S. tons of carbon emissions.

And the sustainability story goes beyond the packaging. Each winery in the Collective Good line brings its own approach: solar-powered production in Chile, regenerative farming in Spain, dry farming in Italy, and wind energy in California. It’s a small but coordinated effort to make lower-impact wine more accessible.

“We’re proud to partner with Target to bring The Collective Good wines to nearly 1,200 stores in the revolutionary paper Frugal Bottle,” said Shannon Valladarez, general manager of Monterey Wine Company. “This launch shows how brands can work together to cut emissions without compromising on what’s inside the bottle.”

This marks the first time a major U.S. retailer has rolled out paper wine bottles at a national level. While smaller brands have tested similar launches in limited stores, Target’s scale makes this a category-shifting move—one that suggests sustainable packaging may finally be going mainstream.

It’s not just about what’s in the bottle. It’s about rethinking what progress can look like in the grocery aisle—and how the smallest swaps might just stick.