A British drinks company claims to have created the first mulled wine in a paper bottle.
Ethnic Brand Marketing has partnered with Frugalpac to introduce Bavarian Medley – a glühwein made with fresh fruit and berries – in a bottle made from 94% recycled cardboard.
The Frugal Bottle is five times lighter than a glass bottle, and has a carbon footprint up to six times (84%) lower, according to an independent life cycle analysis undertaken by Intertek.
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Ethnic Brand Marketing, which supplies glühwein to Christmas markets including Hyde Park Winter Wonderland, Christmas at Blenheim Palace and Kew Gardens, said the main sales channel for the NPD would be through the on-trade.
It would, however, make Bavarian Medley available to markets and farm shops across the UK, it added.
Consumers and retailers were “increasingly concerned about the environmental impact of their drinks packaging,” said Ethnic Brand Marketing managing director Steve Mody.
“That’s one of the reasons why we already supply most of our mulled wines in bag in box to the major UK Christmas festivals and markets,” he said. “That’s why the next logical step was to also offer mulled wine in a paper bottle.”
Coming in at an abv of 3.4%, Bavarian Medley was “perfect for the conscientious drinker”, said Ethnic Brand Marketing.
The vegan, gluten-free wine is made in Bavaria, Germany and contains no artificial flavourings, colours, or sweeteners.
Introduced in 2020, Frugalpac’s paper bottle is now being used by nearly 50 wine and spirits brands around the world in 25 countries.
It has been listed in UK supermarkets including Aldi and Sainsbury’s, as well as in Carrefour and Auchan in France and Whole Foods Market in the US.
Frugalpac won a King’s Award for Enterprise for innovation for its paper bottles and the machines that make them in May.
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