World’s first square wine bottle released

17th October, 2013 by Lucy Shaw

California producer Truett-Hurst has launched the world’s first wine range housed in square bottles.

It's hip to be square – the California Square range, designed by Stranger & Stranger

It’s hip to be square – the California Square range, designed by Stranger & Stranger

Called California Square, the trio’s packaging was designed by Kevin Shaw of forward thinking drinks packaging design firm Stranger & Stranger. The design’s square shape, retro graphics and screen printed label hark back to old spirits bottles.

The three-strong California Square range comprises a 2012 Russian River Valley Chardonnay, a 2012 Paso Robles Cabernet Sauvignon and a 2012 Paso Robles red blend made from Petite Sirah, Syrah, Sangiovese, Zinfandel, and Merlot.

Actor Chris Noth models a bottle of California Square at the Emmy Awards

Actor Chris Noth models a bottle of California Square at the Emmy Awards

Each of the wines were made by Truett-Hurst’s chief winemaker, Virginia Marie Lambrix, an advocate of sustainable viticulture.

Based in Healdsburg in Sonoma County, Lambrix is hoping consumers will reuse the quirky bottles as vases, candle holders and olive oil containers. “Introducing alternative packaging onto the market is tricky – the wine inside has to over deliver and create a memorable impression for the consumer,” she said.

California Square made its debut last month at the 65th Annual Emmy Awards attended by the likes of Sex and the City star, Chris Noth, who played Mr Big in the HBO show. The wines have an RRP of US$19.99 and have gone on sale on TotalWine.com.

Truett-Hurst is no stranger to wacky packaging – last year year db reported on the success of the estate’s range of five wines wrapped in recyclable paper, which proved an overnight success in the US off-trade.

In addition to telling the wine’s story, the wrappers boast food pairings and recipes, which are often overlooked on conventional wine labels due to a lack of space.

Update: While the makers claim that this is the first square wine bottle on the market, it has been brought to our attention that Château de Berne in Provence has been selling wine in square bottles since 2005.

9 Responses to “World’s first square wine bottle released”

  1. Joe says:

    Nonsense, there’s so many ‘square’ bottles out there. Just search it on google. Tequila Rose, Jager, etc etc

    Also it looks more rectangular to me.

  2. 4twenty2 says:

    Think this is a great idea, yes there are loads of square bottles out there, but never before for wine! Always presumed this was something to do with the sediment settling – obviously not! Nice idea Kevin Shaw!

  3. Robert says:

    Not necessarily “nonsense”, as the article refers to the first square WINE bottle. Tequila Rose and Jager are not wines. Interesting, as we have been considering square bottles for our wines at our English vineyard…

  4. gareth says:

    Chateau de Berne in Provence have used this shape bottle for years!

  5. Alexander says:

    @Gareth: correct, I have a square bottle 2011 “Grande Recolte” from Chateau de Berne in the Provence.

  6. Dennis Goodridge says:

    This effectively reduces the volume occupied by a case of wine by 25%+, thereby making shipping and storage facilities more efficient and the overall operation more profitable. Just better business!!!

  7. Joel says:

    Square glass bottles have been used for wire for more than 10 years in Europe. We have presented several models over the years at the Unified Wine and Grape show in Sacramento since 2003. There are also many square plastic bottles that have been used as well. If you consider square Tetra Pak cartons as “bottles” they have also been used in Australia.

    People should do their research….

  8. Robin says:

    Yes, there are other square bottles for wine! Just bought one though I cannot remember the estate.

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