Wine packaging is steeped in tradition and sometimes unfounded biases, and connoisseurs are quick to form opinions about the quality of wine inside by the bottle’s shape, color and design. The cork versus screw cap debate, for instance, has been going on for well over a decade. So, it will be interesting to note the wine-drinking market’s response to Paperboy, packaged in a bottle made entirely from compressed recycled paper. UK packaging producer GreenBottle teamed with California wine producer Truett-Hurst to unveil the world’s first paper wine bottle. It is being sold in Safeway supermarkets on the West Coast now, with plans to offer it across the U.S. soon. London/NY-based agency Stranger & Stranger designed the Paperboy label graphics, which were printed with natural inks.

GreenBottle reports that the paper bottle, with a liquid-tight insulated plastic bladder inside, has a carbon footprint that is one third of an equivalent glass bottle. The bottle is feather-light, weighing about an ounce when empty, thus reducing shipping, handling and energy consumption costs. Despite its lightweight, Paperboy bottles are said to be rigid and strong, and ice bucket safe for three hours. Sounds good. Now let’s see if wine snobs can get past the fact that they’re drinking a brand sold in a paper bottle.