I have done that many times, never had a problem,, I bought a bottle of Vodka in Moscow, wrapped it in a towel, then wrapped it in a coat and placed it in the middle of my suitcase,, I had two transfers and it did NOT break nor my luggage was delayed.
This year however, I decided to buy a bottle of whisky as a Christmas present for my dad. I have to transfer in Amsterdam and I made a reservation on their Christmas shopping webpage (duty free shop),, so I'll carry it on. It was actually cheaper as it is in the local store.