(TheDrinksBusiness) - Wines wrapped in paper have proved an overnight success in the US off-trade, following a launch earlier this month. Conceived by Kevin Shaw from design agency Stranger & Stranger, wines from Sonoma-based producer Truett-Hurst have been wrapped in a resilient and recyclable paper with a range of messages from food pairings to recipes. The packaging was inspired by the need to display information that couldn’t easily fit on a standard label, and hit the shelves of US supermarket chain Safeway in early September. Sales of the wine range went “nuts overnight” according to Helen McGinn from the design agency.