It is easiest to remove while the bottle lid is on. If it is off, make sure the bottle is completely free of liquids. Sit the bottle sleeve upright on a hard surface like a counter or a table. Begin by rolling the bottle sleeve downward towards the table until it is about 1" rolled down. Turn the bottle upside down and grip the edge of the sleeve and pull in the opposite direction. You will have to rotate the bottle and pull from another side and keep rotating the bottle and pulling in this way until the sleeve can be pulled directly off. By turning the bottle upside down and holding firmly against the table, it may be easier to pull upwards at times.