The technology behind the label looks like the result of some neat diecutting and application. The labeling is actually split into three sections, allowing te user to pull the middle part away from the bottle leaving behind two sections. Once removed, a small lever, which runs through the middle section of the label, becomes visible. When the lever is pulled, the label opens up into three parts to form four loops before the entire label is then pulled tight against the side of the bottle.
Youtube user "bulletsonmylife" is one of many on social media to post a video of the process. Very cool!