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.