Added 4 October, 2013
A few months ago we reported on an initiative by Heineken in which they put their beer in square bottles rather than round ones in order to be more ecological. The reasoning is that square bottles can be packed more efficiently, saving both fuel and money on shipping. Additionally, packing more bottles into boxes saves a lot of cardboard and trees. Now the wine industry has taken notice and a California winery, Truett-Hurst has debuted a square bottle meant to burnish the winery's green credentials. Whether customers will accept this non-traditional design is still up in the air, but there is no doubt that beverage brands, among others, are looking for telegraphic ways to show their customers they are serious about the environment.