(Designweek) - Design and sustainability experts say designs for a ready-for-production paper wine bottle, unveiled this week, are progressive and practical, although questions of aesthetics remain. The idea was conceived by ‘inveterate tinker, engineer and inventor’ Martin Myerscough, who says he founded his company Greenbottle company after a fortuitous trip to the dump. ‘I saw all these plastic bottles there – which only have a 14-day lifecycle – but might spend 200 years in landfill,’ says Myerscough, who was also inspired by a papier-mâché balloon his son had made. Myerscough initially developed a paper milk carton, which he says was picked up by Asda, selling 100 000 in its West Country stores.