If you can't decide between wine or beer for your picnic, just choose a wine in a beer bottle. This will probably only work if you live in South Africa, though, where the red wine in a bottle Bob's Your Uncle is sold. Bob's Your Uncle is the first and only example of a wine packaged in a beer bottle that I have run across. If you know of others, please let me know.
I am still trying to decide if this concept is pure genius or just plain silly. On one hand, I wonder if a consumer shopping for a red wine will simply pass over a bottle of Bob's Your Uncle, thinking that it is beer that has been misplaced in the red wine aisle. I have always thought that good packaging (gift wrapping excepted) clearly communicates what the product inside is. I find this message of this packaging confusing. Yes, the front label says "Wine," but also adds the slogan "The Red Brew." And it is, as I have already pointed out, in a beer bottle. Say what?
On the other hand, this design does address the practical issues that sometimes arise when one is debating whether or not to purchase a conventional bottle of wine. As the wine's packaging designer firm, Fanakalo, put it in an interview with Lovely Package, wine in a bottle is, "Perfect for picnics, people who don’t want to drink an entire bottle of wine in a restaurant… or just perfect for drinking straight from the bottle!"
I'm not going to argue with that. Or the clever incorporation of the bar code into the design on the back label (see right). Also, I adore this packaging's tongue-in-cheek sense of humor.