A company called PaperBoy Wines in Sonoma County is breaking the mold -- literally. The company's wines will be sold in bottles made from cardboard.
Ecologic Brands will be turning out wine containers that look like bottles but they're made from pressed recycled cardboard at a plant in Manteca.
Ecologic CEO Julie Corbett says the plant already makes cardboard containers for liquid laundry detergent, so wine was just another step in the search for alternatives to glass and plastic.
"Starting to see broader adoption of our technology in different aisles in the grocery store, for example, different products so there's a lot of promise for growth and we're gearing up for that, absolutely," Corbett says.
James Bielenberg with Truett-Hurst which markets PaperBoy Wines says the cardboard bottle can go where no wine has gone before - on beaches for instance where glass might be prohibited and the cardboard bottle reduces the carbon footprint at the same time.
"It looks like a wine bottle, but what the consumer will immediately notice is that it's 85-percent lighter than glass," Bielenberg says.
And when the bottle is empty, you can recycle and start all over again.