The new UR wine packaging design presents this bottle to consumers in a crumpled brown paper bag. This seems almost humorous when one considers that in old films booze was often concealed in a brown paper bag while consumed on screen, probably because it was thought to be controversial.
This wrinkled paper packaging features the brand name 'UR' and some cursive writing near the bottom. At the top of the package this cylindrical bag seems to have been poorly twisted shut, again in a way that's almost comical from a consumers point of view. This brown paper bag can be easily torn, revealing the glowing bottle of UR wine behind it.
This paper-bagged bottle of wine, designed by Paga Disseny, presents itself unmistakably to consumers as alcohol through its crinkly packaging.