Flat wine bottle that fits in your pocket? Yes please!

A 750ml flat bottle of wine you can fit in your pocket - Christmas has come early for vino drinkers across Australia.

A 750ml flat bottle of wine you can fit in your pocket - Christmas has come early for vino drinkers across Australia.

The unique bottle about 10cm wide by 4cm thick is the normal height of a wine bottle but looks like it’s been squashed in a roller.

Made from 100 per cent recycled Australian PET plastic, weighing 83 per cent less than a traditional glass bottle, the inventive packaging is an exclusive collaboration between Liquorland retailers and Banrock Station and Taylors wine brands.

A new flat wine bottle has been launched in Australia.

Coles Group CEO Steven Cain said the light-weight, thin design was a game changer for the wine industry, meaning bottles were less heavy and smaller to ship, saving thousands of dollars as well as cutting back on emissions.

“I think it’s quite revolutionary if that’s the way the industry is going,” he said.

“The concern when you put something in plastic is, ‘will it taste the same as glass or other things’ and it does, so from a quality point of view it’s great and from an environmental point of view it’s great as well.”

The bottle from another angle.

However, he said drinkers will have a bit of time to get used to the idea of flat bottles.

“It’ll take a bit of time to catch on but if it’s environmentally sensible and it doesn’t cost more and it tastes the same or better then, it should work,” he said.