No More Shame: Boxed Wine Now Comes In A High-End Fashion Purse


Ladies, if the thought of showing up at a party or a picnic with a box of wine seems a little gauche, there’s now a product for you: Vernissage’s “bag-in-a-bag” of wine. It’s boxed wine, shaped like a handbag.

Elliot Stern, CEO of Squish Wines, is in charge of importing the bags, which originate in Sweden, into the U.S. He says it’s a “whole new concept of design” meant to appeal to a classy lady heading out to lunch with the girls or dinner with her significant other.

More than half of female drinkers chose wine over other alcoholic beverages, according to a recent Gallup poll, so there’s reason to think this might appeal to a few women out there.

The idea for the wine purse originated a few years back in Sweden. Alternative wine packaging has been surging across Scandinavia, and luxury wine expert Takis Soldatos took notice, Stern says. Soldatos then paired up with the bag designer, Sofia Bloomberg, and came up with the Vernissage brand. Since its Swedish debut in 2010, the wine-in-a-purse has launched in China, Japan and several other countries in Europe.