Definition & Meaning of "old wine in a new bottle"

old wine in a new bottle

something well-established, traditional, or unchanged presented as if it is new, innovative, or significantly different, often to make it more appealing or marketable

Idiom

What is the origin of the idiom "old wine in a new bottle" and when to use it?

The idiom "old wine in a new bottle" originates from a metaphor used by Jesus in the Bible, emphasizing the need for new vessels to hold new wine. This phrase is commonly used in discussions about marketing, product development, art, or any situation where there is a perceived lack of genuine innovation or substantive change.

Example

The artist plans to break away from the past and create truly innovative work, avoiding the trap of presenting old wine in a new bottle.

As the industry evolves, companies that offer true innovation will thrive, while those with old wine in a new bottle will struggle to stay relevant.

The rebranded restaurant failed to attract customers because they realized it was simply old wine in a new bottle.

The marketing campaign attempts to portray the traditional brand as a fresh and innovative choice, but many consumers see it as old wine in a new bottle.