Secondary packaging for wines and spirits is evolving, stepping away from traditional paper gift bags and coffrets to embrace fashion accessories that turn drink bottles into luxury statements. High-end brands like Louis XIII, Johnnie Walker, and Veuve Clicquot are collaborating with designers to bring a stylish, functional twist to bottle presentation, catering to consumers who value both aesthetics and utility. Here’s a look at some recent innovations in this trend.
Johnnie Walker (Diageo) tapped into the après-ski vibe with its Blue Label Ice Chalet launch in October 2024, in collaboration with luxury skiwear brand Perfect Moment. This limited-edition whisky blend, created by Master Blender Emma Walker, is presented in a sleek deep blue bottle and includes a custom bottle bag designed by Perfect Moment and produced by GPA Global. The bag, featuring Perfect Moment’s iconic star logo and houndstooth pattern, doubles as a reversible crossbody bag, adding a unique and functional dimension to the whisky experience.
Veuve Clicquot brought a fresh, sporty twist to champagne packaging with the Puffy Bottle Holder launched in summer 2024. Shaped like a miniature down jacket, the bright yellow quilted holder includes front pockets, a drawstring neck, and silver hardware accents. Produced by GPA Global France, this innovative pack combines a 100% recycled polyester exterior with thermal insulation made of felt to keep the champagne cool. The Puffy Bottle Holder can be worn as a shoulder or crossbody bag and even allows pouring without removing the bottle, thanks to a strap embroidered with the brand name.
French organic vodka brand Le Philtre partnered with Franco-American bag designer Delphine Delafon for a capsule collection centered on Le Petit Philtre, a 35cl bottle made from 100% recycled glass. Launching in November 2024, the animal-print bottle holders created by Delafon offer a chic, eco-friendly alternative to single-use packaging. Crafted with luxury-brand surplus materials and sustainable leathers, this collection merges sustainability with high fashion, available for €39.
Lastly, luxury cognac brand Louis XIII continues to explore fashion-forward collaborations with its Louis XIII x LaQuan Smith Collection. Building on its 2022 launch of The Drop—10cl cognac bottles paired with leather pouches—the brand introduced two new accessories in 2024: The Drop Chain Pouch and The Boudoir Gloves. Created with designer LaQuan Smith, the collection includes an engraved chain pouch made of solid silver latticework, evoking vintage flasks and offering a glamorous jewelry-like aesthetic. The pouch can be worn as a necklace, belt, or wristlet, transforming the bottle into a refined fashion piece.
These innovative launches show how secondary packaging for drinks is being transformed, allowing consumers to carry their luxury beverages with a sense of personal style and utility.
