Jeanine Lum, Founder @ 3rd Bottle
Email: Jeanine@3rdbottle.com
Website: https://www.3rdbottle.com/
Cell: 949-592-2824
IG and FB: 3rdbottle.wine
TikTok: @3rdbottlewine
Pintrest: 3rdbottle
I am beyond excited to introduce the incredible Jeanine Lum as our next Female Power Player to watch! I had the absolute pleasure of hanging out with Jeanine and Suzi Berg (who introduced me to her) when they came into town for a fun-filled day of lunch, shopping, and, of course, great conversation. Some people you meet just click immediately, and Jeanine was one of those rare gems. She's not only a powerhouse in the business world, but she’s also got a sense of humor and a heart of gold.
And speaking of gold... Jeanine has solved a problem that many of us have quietly wished for—how to bring more wine along! Her patented wine bags are the perfect solution, allowing you to carry your favorite bottles safely and stylishly. They’re a total game-changer for wine lovers everywhere, and I can’t wait for you to learn more about her brilliant invention and journey with 3rdBottle.com.
Jeanine, you’re not only a successful entrepreneur but also a true wine aficionado with your WSET I and II certifications. 3rd Bottle was born out of your love for wine and travel, inspired by a spilled case of wine during one of your adventures. Can you share what inspired you to make the shift to creating a product that helps people carry more wine via a practical, stylish, and innovative wine transport solution—something I think many of us secretly wish we had? And how has your passion for exploration shaped the direction of 3rd Bottle?
The spark for 3rd Bottle came from a real life wine lover’s worst nightmare. Jeff (my husband) and I were driving to the desert with a case of carefully selected wines packed in a cardboard box. One sharp turn on a windy road sent the whole thing tumbling. In that moment, $1,400 worth of wine at risk was the turning point. I bought many wine bags! None met my needs, they were too flimsy, didn’t stay cold, or turned into soggy messes from melting ice. None were good enough. I thought, Why hasn’t anyone solved this? Wine has been around for hundreds of years!
So, I created what I needed, a premium wine cooler bag engineered with interlocking ice packs to keep bottles cool for up to 24 hours without a lot of condensation or the risk of heat damage. Think YETI-level performance, but made “for wine lovers” who take their bottles as seriously as their adventures.
As someone who’s traveled the world as both a flight attendant and an explorer at heart, I wanted 3rd Bottle to reflect that same spirit of spontaneity and sophistication. Whether it’s road tripping to Napa, RVing through the Southwest, tailgating fun, or planning a beachside picnic, I designed these bags to meet the moment, rugged when you need them to be, elegant when it counts.
At its core, 3rd Bottle is about honoring that magical part of the wine journey, the third bottle and beyond, where stories deepen, laughter echoes, and memories are made.
You’ve not only created a solution for wine lovers, but you’ve also navigated the complex process of patenting your design. What was that experience like, and what did you learn about yourself and your product during the patent process that you didn’t expect?
Patenting the interlocking ice pack system for 3rd Bottle was one of the most challenging and empowering parts of this journey. I originally saw it as a simple step to protect my idea, but I quickly realized it was much more than that. It forced me to own my innovation, to recognize that this wasn’t just a clever concept, but something truly original that deserved legal protection because it didn’t exist before.
The process itself was brutal at times. I went through two lawyers before I found my third, there’s something poetic about the number three, I guess. The first one shot down the idea so fast I’m still not sure he even read it. The second missed deadlines and didn’t seem invested. But then I found James Yang, my third (and final, hopefully!) attorney. He’s been incredible, thorough, sharp, and totally committed.
To get a patent, you have to prove every nuance of originality. I had to explain exactly how the interlocking ice packs work, why they matter, and how they’re different from anything else out there. I had to anticipate how someone might try to copy it and block them before they even tried. It forced me to think deeply about why wine, why cooling, why portability, and why now. That clarity made me fall even more in love with what I created.
Through it all, I learned I’m more resilient, and more detail-obsessed than I ever thought, even more so than during my years in law enforcement. I realized a person can't run out of tears! I’m not just designing a wine bag, I’m solving a real world problem for wine lovers like me who want to travel well, protect their bottles, and create beautiful memories without the mess.
The patent wasn’t just legal protection. It was personal validation. It told me this wasn’t just a passion project, it is a product that can elevate the way people experience wine.
Your wine bags are unique in that they provide a safe and stylish way to carry bottles. And there is nothing else like them on the market! Can you walk us through how they work?
What sets 3rd Bottle apart is that it’s not just a wine bag, it’s a cooling system, travel solution, and style statement all in one.
At the heart of the design is a patent-pending interlocking ice pack. Unlike traditional gel packs or loose cubes that melt and make a mess, these custom engineered packs lock together like puzzle pieces, wrapping around your wine to keep bottles chilled for up to 24 hours. While the bottles may sweat a little, the condensation is minimal, no pooling, no leaks, and no soggy mess to clean up, and money saving too! This bag pays for itself.
Here’s how it works:
Freeze the interlocking ice packs overnight, we recommend 24 hours to ensure a solid freeze. They’re slim, reusable, and designed to fit seamlessly inside the bag without taking up valuable bottle space.
Place them into the cooler bag. They surround and cradle your wine for 360-degree temperature control.
Load up your bottles. Depending on the model, the bag holds either 6 or 12 bottles securely, to prevent breakage and or spoilage.
Zip it up with the airtight, water-resistant zipper, grab the handles or shoulder strap, and go…from picnics and beach days to winery road trips or RV adventures.
What truly makes it different is that no other wine bag on the market offers this level of thermal protection, durability, and thoughtful design. It’s soft-sided like a tote, but engineered like performance gear. You get form, function, and flair, because wine deserves better than a cardboard box or flimsy canvas tote!
Jeanine, your wine bags come in two sizes, a 6-bottle and a 12-bottle option, both designed for maximum convenience and portability. How do these sizes cater to different customer needs, and what makes them ideal for both casual wine lovers and serious enthusiasts on-the-go?
At 3rd Bottle, we designed our cooler bags in two sizes 6-bottle and 12-bottle to meet the unique needs of every kind of wine lover, from casual sippers to serious collectors.
The 6-Bottle ‘Weekender’ is perfect for picnics, beach days, dinners with friends, concerts in the park, tailgating, or weekend getaways. It’s compact, lightweight, and easy to carry, ideal for those who want to bring a curated selection without bulk. Wine club members love it for quick winery pick-ups.
The 12-Bottle ‘Traveler’ is built for road trips, RV excursions, or serious wine hauls especially after winery visits in the heat of summer. It’s the go to choice for customers who frequently stock up, attend tasting events, or need to move a case safely and chilled. With our patent-pending interlocking ice pack system, the entire case stays cool without ever needing loose ice, offering unparalleled bottle protection.
Both sizes feature:
Patent-pending cooling system (no mess, no shifting ice, no popped corks)
Soft-shell construction with durable insulation
Airtight zippers and secure bottle compartments
Elegant design that pairs rugged function with chic style
Casual wine lovers get a cooler that’s stylish, easy to use, and perfect for everyday adventures.
Serious enthusiasts get a tool that protects their investment and enhances the experience of wine travel.
3rd Bottle is more than a cooler, it’s a lifestyle upgrade that keeps wine safe, stylish, and perfectly chilled from vine to voyage.
With high-performance insulation and interlocking ice packs that keep wine chilled for up to 24 hours, your bags are designed for long-distance travel and outdoor adventures. How has customer feedback influenced the design of the bags, particularly around maintaining the ideal temperature and ensuring the bottles are secure during bumpy rides or rugged trips?
Customer feedback was our blueprint—every zipper, strap, and interlocking ice pack was designed with real-world use in mind.
Early on, we heard the same frustrations from wine lovers everywhere that we too were experiencing.
“My wine got warm in transit.”
“The corked popped, and cooked the wine”
“Ice melted and made a mess and ruined the wine labels.”
“I’m afraid bottles will break on bumpy roads.”.
So, we listened and we engineered.
For secure transport: We reinforced the interior with individual padded bottle compartments that offer padded security, even on winding roads, in RVs, or rough riding boats. The base and sides are structured, not flimsy, so the bottles don’t collapse in on each other. Whether the bag’s in the trunk, the back of a golf cart, or strapped to an E-Bike, it’s built to protect.
For temperature control: Instead of loose ice or weak gel packs, we developed our patent-pending interlocking ice system, a modular set of hard plastic panels that lock together around the wine. This keeps temperatures consistently cool for up to 24 hours, preventing spoilage and cork-popping. Because it doesn’t melt, customers never deal with soggy bags or diluted messes.
Many of our design upgrades came directly from the people using them, winery owners, wine club members, overlanders, weekenders, and travelers who needed a solution that was elegant, effective, and built to last.
The wine bags are not only stylish and durable but also feature handy pockets for accessories like corkscrews and wine stoppers, and even MOLLE straps for extra carrying options. How do these thoughtful design elements enhance the overall customer experience, and what other unexpected uses have you found for the bags beyond wine? For example, can we transport our healthy homemade ice cream in them for road trips?
Absolutely!!! And I love that you brought up the homemade ice cream idea, because YES, yes you can!
When we designed the 3rd Bottle bags, we didn’t just focus on wine, we focused on the lifestyle around wine. That’s why every detail serves a purpose. The accessory pockets are perfect for corkscrews, wine stoppers, tasting notebooks. The MOLLE straps? Total game changer. Whether you're clipping the wine bag to your bicycle, a reusable water bottle, a picnic blanket, or a pouch with snacks and sunscreen, they let you customize the bag to your adventure.
Moreover, the magic is in how versatile these bags really are. Because of the interlocking ice pack system and padded, protective interior, the bags double as premium coolers. Yes, they’re amazing for wine, but also for homemade ice cream, cold-pressed juices, charcuterie boards, or even medication that needs to stay cold during travel. We’ve had customers use them for farmers’ market hauls, road trip provisions, and even carrying chilled vodka too.
It’s that combination of rugged performance and elevated design that makes the 3rd Bottle experience so much more than just wine. It’s about taking your lifestyle with you, whether you're heading to a tasting room, a tailgate, or a sunset wine date.
“Creating 3rd Bottle has been deeply personal, it’s where my love of wine, travel, and design all came together.” -Jeanine, 3rd Bottle
Your bags are perfect for outdoor activities, from picnics to wine tastings, and you’ve incorporated functionality with a strong focus on style. What has it been like to create something that blends your love for wine and adventure, and how does it feel to know that your bags are making life easier for wine lovers everywhere?
Creating 3rd Bottle has been deeply personal, it’s where my love of wine, travel, and design all came together.
After years of hauling wine through desert heat, winding backroads, and winery weekends, packing it in cardboard boxes, flimsy totes, or bags that just didn’t hold up, I realized: wine deserves better and so do the people who love it.
I wanted to build something that didn’t force you to choose between function or style. Something that could be tossed in the back of an SUV, taken to a picnic or beach bonfire, and still look chic enough to walk into a tasting room without skipping a beat. That’s the soul of 3rd Bottle, adventure ready, but elevated, turning heads, and making statements.
Knowing our bags are now part of people’s real lives, road trips, proposals, reunions, quiet nights under the stars, is the most rewarding part. We’re helping wine lovers protect what they love, chill it right, and show up in style. Honestly, I don’t think there’s a better feeling than that.
It’s so exciting that you’re about to launch a version of the wine bag with wheels for those of us that don’t like to do any heavy lifting! What inspired you to add that feature, and how do you envision it enhancing the product experience for your customers?
We’ve definitely explored the idea of adding wheels, and it’s something that continues to be on our radar.
We’ve heard from so many wine lovers who love the idea of a more mobile option, especially for events, festivals, or bigger hauls. The inspiration came from real customer feedback, people who wanted the same protection and cooling power of 3rd Bottle, but in a format that’s even easier to move.
That said, we’re very intentional about quality and design. So while we’ve looked into a wheeled version, we’re still exploring the best way to deliver that without compromising durability or the sleek, elevated look our brand is known for.
If and when we do roll (pun intended!) with a wheeled version, it’ll be because we’ve found the perfect blend of style, function, and performance. Until then, our current bags are still light, ergonomic, and made to travel beautifully whether it’s across the winery lawn or into a weekend getaway.
You have some pretty grand plans for promoting your wine bags, including showcasing them at wine festivals. How do you plan to leverage these events to expand your customer base and build buzz around your product?
Wine festivals are the perfect stage for 3rd Bottle, because they attract the exact people we designed this for: passionate wine lovers, travelers, and collectors who care about the experience.
Our goal isn’t just to show the bag, it’s to let people feel the difference. At festivals, we’ll create an interactive, elevated booth experience where guests can:
See how the interlocking ice packs slide into place
Feel the premium construction and protective padding
Visualize how stylish it looks slung over a shoulder or tucked into a trunk
Hear real world stories about how it’s saved hundreds of dollars during wine hauls and made winery weekends effortless
Live demos of loading wine and ice packs
Wine festivals let us build brand credibility in person while collecting content, customer feedback, and real time reactions that fuel online momentum. The energy, the connection, it’s unbeatable. Once people carry one of our bags home, they become our best marketing.
Jeanine, your passion for wine shines through in your work, from your WSET certifications to your innovative wine bags. What sparked your love of wine, and what does wine mean to you personally?
My love for wine didn’t start in a classroom, it started at the table.
It was the clink of glasses, the laughter over shared meals, and the way a great bottle could turn a casual night into a memory. Wine has this beautiful way of pulling people closer, of slowing things down so the conversation can go deeper, and I loved that.
Over time, I found myself asking more questions. How did the winemaker get those flavors into the bottle? Why did this one pair so perfectly with grilled peaches, but that one didn’t? Why does the year on the label change the flavor from the previous years? My curiosity grew from every pour.
That journey led me to pursue my WSET certifications, explore vineyards across the globe! For me, wine isn’t just about tasting, it’s about talking, laughing, learning, and living. And now, through 3rd Bottle, I get to help others carry that connection with them, wherever their story unfolds.
Jeanine, as someone with a deep passion for wine, I'm sure you've had some amazing tasting and drinking experiences. Do you have a favorite type of wine or a memorable wine tasting event where your 3rd Bottle wine bag played a role in making the experience even better?
One of my most memorable wine experiences was a spontaneous road trip to Anderson Valley, a hidden gem for Pinot Noir lovers like me.
It wasn’t a planned tasting tour. We tossed a few bags into the back of the Tahoe, grabbed our 3rd Bottle cooler, and followed the coast until the redwoods gave way to vineyards. We spent the day hopping between small, family-run wineries, meeting winemakers who poured their hearts into every glass. It was the kind of day where conversations lingered, and every sip told a story.
By the end of it, we had a dozen bottles of Pinot Noir, a few sparkling rosés, and even some local craft beer. Not a single drop spoiled, thanks to the bag! That hadn’t always been the case. On a previous trip to Paso Robles, we lost three bottles to the heat, corks pushed out, wine ruined. This is when I knew I was on the right path to help wine lovers on the go with the 3rd Bottle wine cooler!
The interlocking ice packs kept everything perfectly chilled, even as we wandered from the redwoods to the coastline for fresh seafood, watched the sunset, and slowly made our way home. No melted ice. No broken bottles. No popped corks. Just safe, beautifully preserved wine, and beer, too. This is what 3rd Bottle is all about. It’s not just about transporting wine, it’s about protecting the moments worth bringing home.
As a female entrepreneur, you’ve built something truly innovative. What does it feel like to work on something you’re so passionate about, especially knowing that it’s something you can use in your own life every day?
Honestly, it feels like a gift to build something I believe in, and use it in the life I love. I'm extremely fortunate.
As a female entrepreneur, creating 3rd Bottle has been more than a business venture, it’s been a way to solve a problem I faced personally, and then watch that solution improve other people’s experiences too. I didn’t set out to “disrupt” anything. I just wanted to protect the bottles I was bringing home from winery weekends and road trips. I wanted something that worked, looked good, and made life easier, and when I couldn’t find it, I designed and built it!
Now, seeing the 3rd Bottle bags out in the wild, in the back of someone’s SUV, on the shoulder of a wine club member, at a beach picnic with friends, it’s surreal! And using it myself? That never gets old. I get to experience the quality, the innovation, the peace of mind, the exact things I designed it for.
What’s most meaningful is knowing this wasn’t just built in a boardroom. It was born on dusty roads, in tasting rooms, and over dinner tables. It’s a piece of my life that now fits beautifully into the lives of others.
We chatted about how you are open to performance marketers and affiliates promoting your product. What are you looking for in potential partners, and how do you think your wine bags could integrate into their existing networks?
We’re absolutely open to performance marketers and affiliates, but we’re looking for more than just clicks. We want partners who truly get the lifestyle behind 3rd Bottle.
This isn’t just another cooler bag, it’s a premium, patent-pending product created for wine lovers who care about quality, experience, and design for wine safety. So when it comes to partnerships, we’re looking for affiliates and marketers who:
Have an audience that loves wine, travel, luxury gear, or outdoor lifestyle
Create authentic content that feels more like storytelling than selling
Are comfortable promoting high-end products with real value and strong commission potential
Can speak to both casual wine drinkers and seasoned collectors
Know how to tap into seasonal moments, Spring and Fall release, holiday gifting, RV season, winery weekends, corporate gifts, the traveling bartender, etc.
3rd Bottle fits seamlessly into wine themed content, travel blogs, outdoor adventures, tailgating, event planning, and luxury lifestyle verticals. Whether it’s through Instagram reels, TikToks, affiliate blog reviews, or curated gift guides, the product isn’t just relevant, “it’s a must have.”
We offer an attractive margin, a growing base of social proof, and a product that turns heads online and in person. Moreover, the bag solves a very real pain point for wine lovers, conversions feel organic, not forced.
If a partner can tap into that sweet spot between style, storytelling, and utility, we’re all in for a partnership.
For those looking to customize these wine bags for their own brands, what options do you offer, and how can brands make the most of your customization services to promote their business?
We’ve had a lot of interest in custom branded and private label versions of the 3rd Bottle wine bag, which is incredibly exciting, and something we’re actively working to expand.
Right now, we offer select co-branding opportunities for businesses and wineries that align with our premium positioning. This includes options like logo placement and collaborative packaging for events, VIP clients, and wine clubs. It’s a great way for partners to stand out and elevate their brand experience, especially when gifting or creating exclusive merchandise.
We’re exploring scalable private label options, but because of our unique patent-pending ice system and production methods, we’re selective with these opportunities to ensure we maintain quality and innovation. That said, we’re always open to conversations, especially with partners who bring creativity, distribution ideas, or unique positioning to the table.
If someone sees potential to co-create or distribute, we want to hear it from them. After all, this product was born from collaboration with winemakers, wine lovers, and road warriors just like us.
Jeanine, every successful business starts with a dream. If there were no limits to what 3rd Bottle could achieve, what would your ultimate dream look like? Would you love to see your wine bags in a big-box store like Target or Walmart, showcase them at a major wine festival, or even transform 3rd Bottle into a full lifestyle brand?
If there were no limits? I’d want 3rd Bottle to become the “go to” name for how wine travels and eventually, how wine LIVES in everyday life.
It started with one problem: how do we keep wine safe and chilled while traveling? However, 3rd Bottle has grown into something so much bigger. It’s not just a cooler bag, it’s a lifestyle. A mindset. A reminder that wine isn’t meant to be locked away for special occasions, life is a special occasion! It’s meant to be a part of you, on road trips, bachelorette parties, dinner parties, not just winery weekends.
Just look at how the French and Italians live “with” wine. It’s not what’s in the glass, it’s woven into their daily rhythm. It’s poured at lunch, shared with friends, and paired with conversation, not just cuisine. That’s what we’re capturing with 3rd Bottle. That effortless elegance. That sense of celebration in everyday life, your wine is ready when you are.
Would I love to see 3rd Bottle in REI or even better on the shelves of Total Wine? Absolutely. Because people need to “see it to believe it.” I want every wine lover, from casual weekenders to serious collectors, to have access to a product that elevates their experience.
Beyond retail, my ultimate dream is to see 3rd Bottle evolve into a full lifestyle brand. Think curated travel accessories, smart storage for home collections on the road, even limited-edition collaborations with winemakers. I would love to showcase at major wine festivals, host pop-up experiences, and be the brand people think of when they’re packing for a road trip, a tasting weekend, or backyard BBQ!
Finally, when you’re not busy evolving in the wine accessories world, what do you enjoy doing in your free time in San Juan Capistrano? What does a perfect day off look like for you?
When I’m not evolving in the wine accessories world, you’ll likely find me soaking up the sunshine along the Orange County coast.
A perfect day off starts with a peaceful walk along the shoreline with my pup, Joseph, just the two of us, the sound of the ocean, and a little morning calm. From there, I’m off to explore some of OC’s most fabulous boutiques; even though I have no fashion sense, I can still spot a great statement piece when I see one!
Lunch is my absolute favorite meal, maybe it’s my Spanish roots. It’s never rushed, always shared, and usually includes a great glass of wine and even better conversation. I love meeting up with friends or family for long lunches that stretch well into the afternoon, which usually spoil my dinner.
If I’m not out spoiling my granddaughters at Knott’s Berry Farm, or whatever adventure they’ve planned for me that day, you’ll probably find me hiking with my husband, enjoying the views, and unwinding in nature.
I usually wrap up the day in my backyard, around the fire pit, sipping something lovely and watching the sun light up the San Juan Capistrano Mission, before it disappears into the horizon.
