Recently, we come across the term 'responsible drinking of alcohol' several times. However, concrete information and recommended values of alcohol that do not exceed the limit of responsible drinking are still quite difficult to find. At Y&R Russia, they discovered an elegant solution. They have created wine bottles that promote responsible drinking in a very innovative way. There are illustrated educational stories hidden on the bottles, the final unfolding of which is only realized when the bottle is emptied to the bottom.