It looks like a bottle, albeit a slightly funky one, and it does the job of a bottle but the container that holds 750ml of Green Code Kentucky Straight Bourbon Whiskey is five times lighter than a glass bottle, is fully recyclable and has an 84 percent lower carbon footprint.

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While the whiskey inside has notes of oak and honey, its eco-friendly packaging, made by Britain’s FrugalPac, has the distinct whiff of game-changer.

FrugalPac’s paper bottle – which is made with 94 percent recycled paperboard and a food-grade pouch – first launched in early 2022 holding four varietals from Signal 7 wine.

The opaque paper bottle is also beneficial in that it keeps the liquid inside shielded from light, and from a marketing standpoint it provides plenty of real estate for artwork, too.

“We just wanted to do the right thing,” said Signal 7’s Rob Van Renterghem at the time. “Half the carbon footprint of a bottle of wine is the bottle itself. So after much research and debate, we chose the breakthrough Frugal Bottle.

“I was thrilled when I saw the Frugal Bottle as it literally serves as a blank canvas for artists to share their talents with others and bring a new level of beauty to the bottle and table.”

In 2024, Diageo also did trial runs of 250 70cl paper bottles of Johnnie Walker Black Label and 2,000 80ml paper bottles of Baileys.

OK, so it’s perhaps a bottle-shaped version of a box, but psychology is real and the term “box wine” is still laden with baggage among consumers.

Via its shape alone, the Frugal Bottle could change attitudes toward more ecologically responsible packaging in the wine and spirits industry.

“We’re constantly seeking new ways to experiment, from our liquid to our bottles, and we are excited to introduce one-of-a-kind packaging that will have a positive impact on the whiskey community and beyond,” says Alex Kogan, CEO of World Whiskey Society, which released the 96 proof Green Code Kentucky Straight Bourbon Whiskey.

“This release reflects our commitment to exceptional craftsmanship and sustainability, proving that great whiskey can be both rich in flavor and gentle on the planet."

I wanted to know about about this potentially revolutionary advance in packaging, so I asked Kogan about it.

OnMilwaukee: Do you believe this packaging is a viable alternative to glass bottles, more of a test run, or just an idea you were playing around with?

Alex Kogan: At World Whiskey Society, we see the launch of Green Code Straight Bourbon as more than just an experiment – it’s a bold step toward the future of sustainable packaging in the spirits industry. The viability of this alternative is clear when you look at the benefits: the Green Code Straight Bourbon is 5 times lighter than glass, has a carbon footprint of up to six times lower than a glass bottle and is fully recyclable.

While the whiskey industry has long relied on traditional glass, we believe innovation in packaging can coexist with craftsmanship. This is not just a test run, but a meaningful shift toward a more sustainable way to enjoy spirits.

Are there downsides to the fully paperboard product?

While this packaging brings undeniable advantages, like any new technology, it comes with considerations. Some consumers may have initial hesitations about shifting away from traditional packaging, but once they experience the convenience and eco-friendly impact, we believe they’ll embrace this evolution in whiskey presentation.

Do you believe this bottle is a real game-changer in the spirits industry?

Absolutely. The Green Code Straight Bourbon bottle offers a revolutionary alternative to glass that addresses environmental concerns without compromising quality or aesthetics. In our case, this opens new avenues for whiskey consumption.

From reducing the carbon footprint of transportation to allowing access in places where glass can be restricted, such as golf courses, poolside lounges, and outdoor events. We believe this is just the beginning of a broader industry shift toward sustainability, and we’re proud to be among the pioneers leading that charge.

Do you expect to expand the use of Green Code packaging or is this just a one-off release? Have you heard of others in the industry using this type of packaging or looking into it?

Our goal is to explore sustainable innovations that align with our commitment to quality and environmental responsibility. While Green Code Straight Bourbon is our first release utilizing this packaging, we’re closely monitoring consumer response and industry trends.

FrugalPac specializes in creating sustainable alternatives to traditional packaging. Their paper bottle is a pioneering solution that dramatically reduces carbon emissions while maintaining the premium look and feel consumers expect from a whiskey brand like ours. By partnering with them, we are ensuring that World Whiskey Society stays at the forefront of eco-conscious innovation in the spirits world.

With more spirits brands beginning to recognize the need for sustainable packaging solutions, we wouldn’t be surprised to see wider adoption of paper bottles. Several wine producers and emerging spirits brands have already started experimenting with this format, and we expect its adoption to grow as sustainability becomes an even bigger priority in the industry.