While the conscious wine consumer might be diligent about discarding their glass bottles in the recycling bin, they might be surprised (and concerned) to find out that most of that glass isn’t actually being reused. Regardless, those same consumers might still turn to glass bottles over boxed wine, because of the pesky plastic bag that resides within. One of the largest hurdles for boxed wine producers today is shifting the conversation around plastic—one of the most publicly demonized materials.

“All boxed wine incorporates plastic pouches, including Juliet’s proprietary Eco-Magnum, but our supplier partner for these has an outstanding commitment to innovative design for the circular future and is a member of the Sustainable Packaging Coalition,” says Lauren De Niro Pipher, founder and co-CEO of Juliet Wine.

“Juliet also offers a take-back scheme to give consumers the opportunity to send us their empty pouches to ensure they are properly recycled. It’s estimated that only 31% of glass is recycled. In contrast, putting the same amount of wine in bag-in-box packaging delivers 84% lower carbon emissions.”

Sustainability aside, Juliet’s star is rising quickly in a world where many of us, this journalist included, tend to make wine purchases based partially on packaging. Juliet’s cylindrical shape and modern, colorful design sets it apart from the typical rectangular box—instantly shirking some of the negative perceptions that boxed wine tends to be cursed with.

That positive shift in perceived quality is helping the brand to break wine’s ‘glass ceiling,’ beginning with the task of convincing shop owners, restaurants and bars to stock and sell quality wine in a box. Today, Juliet’s Grenache Rosé can even be found by the glass in upscale restaurants in East Hampton, New York, a feat that would have been unimaginable 10 years ago.