Bottle Abatjour Takes Upcycled Bottle Lamps to Vinitaly USA

Bottle Abatjour, an Italian design project that turns empty wine and spirits bottles into lamps, said it will present its product next week at Vinitaly USA in New York as it seeks to expand its reach with wineries, importers and distributors in the U.S. market.

The company said it will exhibit at Booth L20 during the Oct. 26-27 event, following what it described as the product’s launch at Vinitaly in Verona. In a statement issued from Milan on Oct. 20, the company said its lamp system is designed to give bottles a second use after the wine or spirit has been consumed, allowing producers to keep their labels visible in homes, offices and hospitality spaces.

The product consists of a rechargeable lampshade unit that fits on top of an empty bottle. According to the company, the lamp is cordless, charges through USB-C and provides up to eight hours of battery life. Bottle Abatjour said the system can be used with a wide range of bottle sizes, from 0.375-liter bottles to 4.5-liter formats, covering both wine and spirits.

The company said the product includes an NFC-based anti-counterfeiting and traceability system and is covered by an international patent. It also said the lamp is made in Italy and complies with CE and RoHS standards. Bottle Abatjour said the lamp and bottle can be packaged together in either cardboard or wooden gift boxes, a feature it is presenting as part of its pitch to wine and spirits producers.

The company is marketing the product not only as a design object but also as a business tool for alcohol brands. In its statement, Bottle Abatjour said the lamp can extend brand exposure beyond the point of sale by keeping the original bottle and label in use after consumption. It also said wineries and spirits companies could use the product as an additional source of revenue alongside traditional wine distribution channels.

That commercial argument is central to the company’s presentation at Vinitaly USA, which draws wine industry professionals including producers, importers and distributors. Bottle Abatjour said it plans to use the New York event to introduce its system directly to those buyers and brand owners.

The sustainability case is also part of the company’s sales message. Bottle Abatjour said reusing a bottle as a lamp avoids the energy required to melt glass and manufacture a new bottle. The statement did not provide figures to quantify those savings, but it framed the product as an upcycling solution rather than a conventional recycling process.

The project was created by Maurizio Luigi Sella, who the company said previously built his career in watchmaking before moving into the wine sector. The statement said Sella brought a focus on precision and design from that industry into the development of the lamp. Bottle Abatjour’s brand message, as described by the company, centers on the idea that while wine is shared and consumed, the bottle can remain as a lasting object tied to the memory of the occasion.

Bottle Abatjour said the project is powered by Mechan-X srl, a company based in Monza. The statement describes Bottle Abatjour as an Italian brand focused on patented and traceable lamps made from empty wine and spirits bottles.

The company’s planned appearance at Vinitaly USA comes as wine and spirits producers continue to look for ways to extend consumer engagement beyond the initial purchase, especially through gift items, packaging and branded accessories. Bottle Abatjour is positioning its lamp as part of that broader effort, using the original bottle as both a decorative object and a continuing display of the producer’s identity.

At the New York event, the company said it will target conversations with producers that may want to incorporate the lamp into special editions, gifting programs or hospitality settings. It also appears to be pitching the product to importers and distributors who may see value in a branded object that remains in view after the bottle has been opened and finished.

The lamp’s compatibility with several bottle sizes is likely to be a key part of that pitch. Bottles in the wine and spirits sectors vary widely in shape and capacity, and the company said its design was developed to work across many of those formats. The inclusion of NFC traceability, meanwhile, suggests Bottle Abatjour is also trying to address concerns around authenticity and branded merchandise in premium categories.

Bottle Abatjour’s presentation in New York will be its latest attempt to move the product from a design concept into a commercial offering for beverage companies. The company said its aim is to show that an empty bottle can stay in circulation as a usable object rather than being discarded once the drink is gone.