(TDB) - California producer Truett-Hurst has launched the world’s first wine range housed in square bottles.

Called California Square, the trio’s packaging was designed by Kevin Shaw of forward thinking drinks packaging design firm Stranger & Stranger.

The design’s square shape, retro graphics and screen printed label hark back to old spirits bottles.

The three-strong California Square range comprises a 2012 Russian River Valley Chardonnay, a 2012 Paso Robles Cabernet Sauvignon and a 2012 Paso Robles red blend made from Petite Sirah, Syrah, Sangiovese, Zinfandel, and Merlot.

Each of the wines were made by Truett-Hurst’s chief winemaker, Virginia Marie Lambrix, an advocate of sustainable viticulture.

Based in Healdsburg in Sonoma County, Lambrix is hoping consumers will reuse the quirky bottles as vases, candle holders and olive oil containers.

“Introducing alternative packaging onto the market is tricky – the wine inside has to over deliver and create a memorable impression for the consumer,” she said.

California Square made its debut last month at the 65th Annual Emmy Awards attended by the likes of Sex and the City star, Chris Noth, who played Mr Big in the HBO show.

The wines have an RRP of US$19.99 and have gone on sale on TotalWine.com.

Truett-Hurst is no stranger to wacky packaging – last year year db reported on the success of the estate’s range of five wines wrapped in recyclable paper, which proved an overnight success in the US off-trade.