India’s first paper bottle, Fidalgo Premium Cashew Feni
In a landmark move for Indian sustainable packaging and UK-India trade, Goa’s Rhea Distilleries has become the first brand to launch India’s first paper bottle, the Frugal Bottle, for its Fidalgo Premium Cashew Feni spirit.
The news was announced as part of UK Prime Minister Sir Keir Starmer’s trade visit to India on October 9 to meet the Indian Prime Minister Narendra Modi and strengthen trade links between the two countries, who signed a trade deal earlier in the year.
This pioneering initiative is the result of a groundbreaking collaboration between UK-based packaging innovators Frugalpac, India’s packaging giant ITC’s Packaging and Printing Business and Goan premium spirits producer Rhea Distilleries.
The Frugal Bottle, developed by Ipswich’s Frugalpac, is the world’s first and only commercially available paper bottle for wines and spirits, made from 94% recycled paperboard with a food-grade liner to contain the liquid.
It is five times lighter than glass, with a carbon footprint up to six times lower. Designed for easy recycling, the paper shell can be separated from the liner and disposed of through existing waste streams.
The deal to bring the British-made paper bottle to India was signed last month as part of a Frugalpac visit to the country to promote its partnership with ITC to bring the Frugal Bottle and the machines that make them to South Asia.
Rhea Distilleries has commissioned an initial run of Frugal Bottles for its award-winning Fidalgo Premium Cashew Feni, a cashew apple brandy.
The Fidalgo Premium Cashew Feni bottle will debut in select markets in Goa, showcasing the potential of sustainable alternatives in one of the world’s fastest-growing spirits markets.
This initiative aligns with India’s growing commitment to reduce plastic and glass waste and support circular economy practices in packaging.
By replacing traditional glass bottles with paper ones provided by Frugalpac along with ITC, Rhea Distilleries aims to significantly cut the carbon emissions associated with its packaging and transport.
Frugalpac’s entry into the Indian market is being facilitated through a strategic collaboration with ITC, one of India’s largest and most respected companies with deep expertise in paper and packaging solutions.
In addition to the supply of bottles, the collaboration will look to indigenize the liner and the paperboard and explore commissioning Frugal Bottle Assembly Machines (FBAMs) in India, helping scale up production for the South Asian drinks market and reduce logistical emissions.
Frugalpac was invited by Prime Minister Starmer to attend a business reception at No 10 Downing Street just a week after he was elected and has been supportive of the paper Frugal Bottle.
They also worked with the UK Government’s Department for Business and Trade to promote sustainable packaging overseas, presenting the King and Queen bespoke royal ‘Cardbordeaux’ bottles during their state visit to France.
Frugalpac was also awarded the King’s Award for Enterprise and their bottles have been on sale around the world in over 127 different wines and spirits and stocked in the US in Target, Whole Foods and 7-Eleven retail stores.
Frugalpac CEO Malcolm Waugh said: “We’re proud that the Government has announced this deal to foster stronger co-operation in sustainability between the UK and India during Prime Minister Starmer’s visit.
“This is a pivotal moment for sustainable packaging in India. Collaborating with ITC and Rhea Distilleries not only brings an iconic Goan spirit to market in an eco-friendly bottle, it also sets the stage for a broader transformation across India’s drinks industry.
“We have had very promising meetings with other well known drinks brands keen to make the move from glass to our paper Frugal Bottles. The demand for lighter and more sustainable beverage bottles is certainly there, and we look forward to helping many drinks brands in India move from glass to paper.
Mr Cherian Kenneth Thomas, CEO of ITC’s Packaging and Printing Business said: “We’re excited to work with Frugalpac to bring their paper bottle to India and Rhea Distillery’s Cashew Feni will be the first of many to come to the Indian market in the Frugal Bottles.
This partnership reflects ITC’s shared ambition and commitment to partner with environmentally conscious brands driving change in India”
Regan Henriques, Director of Rhea Distilleries added: “Feni is a spirit deeply rooted in Goa’s cultural and agricultural heritage, is poised for a modern reinvention through this sustainable packaging initiative.
“By using the paper Frugal Bottle, Rhea Distilleries is blending tradition with innovation to appeal to a new generation of eco-conscious consumers both in India and globally.
“We’re proud that we will be the first to bottle Indian alcohol in paper. Feni has a long legacy, and this launch symbolises our commitment to preserving the planet for the next generation.”
Harjinder Kang, His Majesty's Trade Commissioner for South Asia and the British Deputy High Commissioner for Western India said: “The UK-India trading relationship is worth over £44 billion each year. Our Free Trade Agreement (FTA) will make it cheaper, easier, and quicker to do business together – boosting trade by over £25 billion every year in the long run. It will unlock many opportunities that promote growth and support job creation on both sides.
“This announcement, on the back of Prime Minister Sir Keir Starmer’s trade mission to India, is another fantastic example of a UK business reaping the benefits of the ever-strengthening trading relationship between our countries.”
Cashew Feni, a unique fruit brandy from Goa, is made from ripe cashew apples. The fruit is crushed, fermented in small batches, then double distilled in copper pots. With a fruity aroma, it’s filtered, bottled at 42.8% ABV, and stored in excise warehouses before reaching consumers.
India’s alcohol industry size is estimated to be worth US$ 55 billion. Frugalpac and ITC aim to appeal to Indian consumers who are now increasingly concerned about sustainability.
The collaboration underpins ITC’s Sustainability 2.0 agenda, which aims to support sustainable livelihoods, pursue newer ways to fight climate change, enable the transition to a net zero economy, work towards ensuring water security for all and create an effective circular economy for post-consumer packaging waste.