Apart from the introduction of twist-off caps, glass wine bottles have remained impervious to innovation for centuries—mainly because there’s nothing wrong with them.

Or is there? Come to think of it, they’re awfully heavy to lug around.

That’s the insight behind Paperboy, a new brand of wine packaged in cardboard sleeves, making it not only easier to carry but kinder to the planet. The container is made mostly of industrial paper waste that’s 80% lighter than its glass cousin, so it takes less fuel to transport.

The idea originated with graphic designer Kevin Shaw, of London-based Stranger & Stranger, who pitched it to his client Truett Hurst, a winemaker in Healdsburg, Calif. The result is an affordable line of wine with an eye-catching, retrocool label aimed squarely at millennial drinkers.