California wine brand Fetzer is reinforcing its sustainability message with new lightweight bottles, a recycled paper label printed with soy-based ink and a new The Earth Friendly Winery logo.

The new Fetzer bottles use 25.5% less glass than standard bottles and will be available from Waitrose, The Co-op Group, Booths, Budgens, Londis, Ocado and Majestic from May.

Fetzer's California winery is powered by 100% renewable energy.

Sustainability manager Ann Thrupp said now was the time to give the bottles a green makeover. "More consumers are paying attention to that aspect of wine-making. It was thought wine drinkers didn't focus on environmental responsibility, but they are incredibly engaged with it," she said. "You will see more and more wineries getting involved we've been doing this for more than two decades."