Shumensko is a Bulgarian beer and to promote it they made a bag look like a case of beer. It look like you are carrying a case of beer with just one hand but it is actually it is just a shopping bag.
Update: We have received a comment from Frantisek Fuka telling us the name of the beer is in Cyrillic. What we first posted as “Wymehcko” is actually Шуменско. It is pronounced Shumensko.