“Could 2026 be the year that wine and spirits in paper bottles become commonplace in bars and restaurants? There’s a good chance, considering that 2025 saw Frugal Bottles containing wine start lining the shelves of Targets and 7-Elevens across the country.”

That’s the view of a new Packaging Digest article exploring whether paper bottles are ready for the bar and restaurant scene – and the answer suggests real opportunity for forward-thinking hospitality brands.

At Frugalpac we’ve long championed paper bottles as a sustainable, scalable alternative to glass and plastic since 2020.

And what’s now unfolding in the on-premise market shows this isn’t just a niche experiment, but a broader shift toward low-impact packaging.

In the US, wine and spirits in Frugal Bottles have already been listed on the shelves of Target, 7-Eleven, Total Wine & More and Whole Foods stores across the country.

But we’re equally making an impact in hospitality with our paper bottles.

• Half Shell Vodka is establishing itself in on-trade in the US.
• Wagamama are using Honu Sauvignon Blanc in our Frugal Bottles.
• Avallen Spirits award-winning calvados is sold predominantly on-trade.
• When In Rome wine saw its 8,000 plus wine bottles sell-out at Coldplay gigs in Manchester.
• Bottleproof Cocktails are establishing themselves in hospitality including West End Theatres.
• Mother of Pearl Vodka of the Sea is securing premium hospitality placements worldwide.

What Hospitality Pros Are Saying

Diageo’s trials with 90% paper-based Johnnie Walker bottles behind bars have acted as a catalyst for discussion among bartenders and bar managers.

Their early feedback highlights a few key insights for hospitality:

Sustainability resonates – hospitality leaders appreciate the environmental story and reduced carbon footprint that paper bottles bring to menus.

Improved bar dynamics – lighter, quieter bottles reduce noise and breakage risk, which matters in bustling service environments.

Durability concerns are manageable – in trials, paper bottles stood up well to daily bar challenges and didn’t leak or break.

Pour routines and inventory control – the tactile feel and visibility of liquid levels are new factors hospitality teams are adapting to.

These insights suggest that operationally, paper bottles can integrate into bars with minimal disruption – and potentially enhance service quality.

Why This Matters for Hospitality

1. Sustainability as competitive advantage

Modern consumers increasingly demand sustainability, especially in food and drink. Paper bottles with significantly lower carbon footprints than glass tap into this trend, offering a compelling point of differentiation for hospitality venues.

2. Cost and logistics upside

Lightweight paper packaging reduces shipping weight and associated emissions. For bars and restaurants managing tight margins and supply chains, this can translate to real savings and improved operational efficiency.

3. Brand storytelling and experience

Paper bottles open new creative possibilities – from bespoke printed shells to themed drinks menus that emphasise sustainability and design. In a crowded market, experiences matter.

4. Broader industry momentum

Retail adoption of paper bottles is rising (e.g., nation-wide wine launches using Frugal Bottle technology), signalling that consumers may soon expect sustainable packaging across the board – including in bars and restaurants.

Challenges – and How Hospitality Can Lead the Solution

The transition isn’t without its challenges:

Bar-specific handling and durability – paper performance in high-volume settings still merits refinement.

Staff training and inventory systems – new packaging formats mean new ways of managing stock.

Consumer perception – traditional glass carries premium associations that paper bottles must overcome.

But these are not barriers – they are opportunities for operators willing to partner with innovators, trial new formats, and shape future expectations.

A Call to Action for the Hospitality Sector

The bar and restaurant world is uniquely positioned to accelerate the adoption of sustainable packaging:

✅ Host pilot drinks in paper bottles and gather real guest feedback.

✅ Champion sustainability stories on menus and social media as a value differentiator.

✅ Collaborate with suppliers to refine formats that fit service needs.

✅ Lead industry conversations about circular packaging solutions.

As paper bottles move from retail trials into on-trade consideration, now is a pivotal moment for hospitality to lead the charge on sustainable beverage service.

You can read the full Packaging Digest article here.

https://www.packagingdigest.com/beer-wine-spirits/are-paper-bottles-ready-for-the-bar-scene-

If you’d like to make the move from glass to paper, contact Paula Kendall at paula@frugalpac.com