California producer Truett-Hurst has launched the world’s first range of wines in square bottles and available in three varieties: Russian River Valley Chardonnay, Paso Robles Cabernet and a red blend.

Modeled on classic spirit bottles, design firm Stranger and Stranger created the ornate bottles with embossing and vintage graphics. The Dry Creek Valley wine producer felt a change was in order and citied several benefits like taking up less space; the bottles won’t roll away if placed on their sides and can be repurposed as olive oil dispensers or vases. They also become easy to store with no real need of a wine rack but maybe just some book-ends. If the wine industry turned over to square instead of round bottles we’d save almost a million trees in outer cardboard boxes alone.

According to Truett-Hurt winemaker Virginia Marie Lambrix, introducing an alternative package is tricky. ‘The wine inside has to over-deliver and create a memorable impression for the consumer.’
Its outward appearance aside, the three wines were a huge smash when Truett-Hurst and Total Wine & More featured them in a sneak preview prior to the 65th annual Primetime Emmy Awards in Los Angeles in late September.
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