Some wine connoisseurs turn their noses up at the thought of beer, so Avant Red Flander Ale is trying to encourage these types of people to open their minds and try an alternative drink with a bit of trickery.
The bottles actually look like wine, and could fool even the most seasoned veterans in a liquor store. This packaging really elevates the brand from an everyday beer to something with a touch of class, which is exactly the point. Wine is associated with those of the higher economic status, whereas beer is not for the most part. Taking the symbol of class from the wine through the bottle is a great way to lure people in to trying something new.