# Crumpled Paper Bag Packaging The UR Wine Bottle Comes in a Wrinkled Brown Paper Bag By Lacey-Jane Walsh | Published 2014-01-23 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/ur-wine References: [packagingoftheworld](http://www.packagingoftheworld.com/2014/01/ur.html) & [pagadisseny](http://pagadisseny.com/) 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](https://www.trendhunter.com/trends/krink-x-barossa-ink-limited-edition-shiraz) behind it. This [paper-bagged bottle of wine](https://www.trendhunter.com/trends/the-collective-good-wine-range), designed by Paga Disseny, presents itself unmistakably to consumers as alcohol through its crinkly packaging. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 84% | Activity: 79% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Paper-bag Packaging:** Exploring the use of paper-bag packaging in other industries such as snacking or coffee packaging can be a disruptive innovation opportunity. - **Comical Packaging:** Incorporating humor into product packaging can be a trend that resonates with consumers and drives brand awareness and loyalty. - **Unconventional Packaging:** Exploring unconventional packaging materials and designs, like crumpled paper bags, can create a unique and memorable product for consumers. ### Who This Affects Most - **Wine & Beverages:** Innovating wine and beverage packaging with unconventional designs can create a unique selling point for brands and appeal to a broader range of consumers. - **Snacks & Food:** Using paper-bag packaging in the snack and food industry can provide a more eco-friendly and aesthetically pleasing option for consumers. - **Coffee:** Incorporating paper-bag packaging for coffee beans can provide a unique blend of nostalgia and eco-friendliness for consumers seeking sustainable products. ## Related on Trend Hunter - [Pulp-Based Wine Wraps](https://www.trendhunter.com/trends/perrier-jouet-1.md) - [Label-Less Wine Bottles](https://www.trendhunter.com/trends/crate-by-fourth-wave-wines.md) - [Quirky Natural Wine Bottles](https://www.trendhunter.com/trends/thorn-burrow-wines.md) - [Nostalgic Game-Inspired Wine Bottles](https://www.trendhunter.com/trends/finca-de-la-rica.md) - [Artfully Designed Boxed Wines](https://www.trendhunter.com/trends/ami-ami-1.md) - [Paper Wine Bottles](https://www.trendhunter.com/trends/avallen-paper-bottle-packaging.md) - [Recyclable Lightweight Wine Bottles](https://www.trendhunter.com/trends/ron-rubin-brands.md) - [Wine-Infused Chocolate Packaging](https://www.trendhunter.com/trends/vine-to-bar-chocolate.md) - [Unusual Home Decor](https://www.trendhunter.com/trends/ceramic-brown-paper-bag-vase.md)