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The wine bottle with a plastic bladder sounds much like existing cardboard containers, except that it's a cillinder instead of a block. Maybe the shape helps break into the mid-price segment (the author who claims $15 wine is for "chugging" must live in a different world), but it's not a big step in my eyes.

The beer bottle on the other hand, without the plastic bladder, is actually a step forward in terms of recycling: while cardboard and plastic can be recycled when separated, that is not possible or worthwhile when they are joined together, as far as I know.