Not to be mistaken for a bottle of olive oil, the California Square wine bottle is intended to be an environmentally friendly and cost-saving alternative to cylindrical bottles.
Set to be distributed nationally through Total Wine & More in October 2013, the premium brand of wine is a throwback to the retro bottles of old. The design style is reminiscent of classic spirit bottles, and comes in three types; Russian River Chardonnay, Paso Robles Cabernet and Paso Robles Three Red Blend. It will make a pre-release debut at the 65th Annual Emmy Awards and be presented to celebrities and VIPs over the course of the event.
According to California Square's designer, Stranger & Stranger, which packages wines, spirits and beers, the square bottle takes up less space, doesn't run the risk of rolling around and breaking in transportation or storage and "save almost a million trees in outer cardboard boxes alone."