A hand-held telescope or binocular built into a bottle or consumable drink container includes a high quality objective lens; an adjustable focus eye lens; and, optionally, a connector ring to form a binocular; a jacket, sleeve or cuzzi containing information regarding, for example, sporting or scientific events; a baffle to minimize extraneous light from disturbing observational clarity; and a holographic bottle label that portrays sporting or scientific figures in three dimensions.