Leading alt-format wine brand When in Rome is set to launch its range of recycled paper wine bottles into Sainsburys during Q1 2023.

This will make Sainsbury’s the first UK supermarket to stock paper wine bottles.

The Anglo-Italian wine brand, When in Rome has signed its largest UK listing to date with Sainsburys, launching two paper bottle SKUs into 450 stores this quarter.

The paper bottle, called the Frugal Bottle, is made by British sustainable packaging company Frugalpac. It is made from 94% recycled cardboard, is five times lighter than a glass bottle and has a carbon footprint up to six times (84%) lower than a glass bottle.

Featuring a deep, bold Primitivo produced by Cantina Sociale Cantolio, a cooperative of 700 winemakers in Puglia and a crisp, fresh Pecorino produced by artisan winemaker Manuel Casimirri in Abruzzo, each will be sold in the world’s first recycled paper wine bottle.

When in Rome has calculated the overall climate impact of each SKU, publishing it online and on the packaging itself.

Both When in Rome wines will have an initial estimated climate footprint of around 1.2 kg CO₂e/kg, with a view to reduce this with further improvements to the supply chain, which in turn will also reduce Saunsbury’s scope 3 emissions.

Sainsbury’s became the UK’s first supermarket to sell drinks produced in paper bottles when the Greener Greenall’s Paper Bottle Gin appeared on its shelves in October 2022. When In Rome’s listing means it is now the first UK supermarket to stock paper wine bottles.

Commenting on the launch, Rob Malin, Founder of When in Rome said:

“It’s incredibly exciting to bring When in Rome’s message of quality, value, and sustainability to the British public via the UK’s second largest supermarket chain. The launch of our paper bottle range in Sainsbury’s marks a step change in the physical availability of our brand. We believe our range of craft wines, plus our commitment to climate transparency will strongly resonate with their customers”.

Malcolm Waugh, CEO of British sustainable packaging company Frugalpac, who make the paper Frugal Bottle, added:

“We’re thrilled that When In Rome will become the first wine brand to stock our paper bottle in a UK supermarket. Sainsbury’s have been a real trailblazer in promoting sustainable packaging and we’re delighted that they and When In Rome will be offering these delicious wines in the world’s first and only commercially available paper bottle.”