(BiZjournals) - Oakland-based Ecologic Brands Inc. made a name for itself producing recycled-paper laundry detergent bottles for iconic green brand Seventh Generation, and it’s now bringing its earthy bottles to a sector that’s long due for packaging innovation — the wine industry.

Partnering with Healdsburg winemaker Truett-Hurst, Ecologic is ramping up to produce paper wine bottles for the company’s Paperboy Wines label, which launched last October. Truett-Hurst initially used overseas paper bottle manufacturer GreenBottle in the United Kingdom, but after GreenBottle’s recent bankruptcy, the winemaker is turning to Ecologic to take over production.

The recyclable wine bottles are made from compressed recycled cardboard formed into the shape of a standard Bordeaux wine bottle and are 85 percent lighter than traditional glass bottles. Currently, Paperboy has two offerings: a 2012 Paso Robles Red Blend and a 2012 Mendocino Chardonnay, both of which cost about $15 a bottle. The brand is currently in Safeway stores and will soon launch in other grocery stores outside of the Safeway market, said James Bielenberg, Truett-Hurst’s chief financial officer.