The Amisfield Wine Company's tent on Main Street is selling Govino glasses for $4 a glass, with 50c from each sale going to the Wakatipu Trails Trust which is responsible for creating the increasing network of walking and cycling trails around the area.
Amisfield staff member Olivia Herbert said the California-designed, New Zealand-made Govino plastic glasses were reusable, recyclable and shatterproof.
They were also BPA free. BPA was a chemical present in many plastic drinking bottles but one which was not good for you, she said.
The lightweight glasses, similar to stemless wine glasses, could also be washed in water up to 160degC, although the manufacturer could not guarantee they were dishwasher safe.
Ms Herbert said Amisfield attended many festivals and by introducing the Govino glasses the business hoped to reduce waste.
"We just waste so much plastic. We're a sustainable company, or we try to be.
"I just always feel so terrible throwing away so much plastic."
The portion of proceeds going to the Trails Trust would help keep the trails in the Wakatipu tidy, she said.
