An irreverent deep dive into the cult wine gadget (one that has become one of my favourite and often seen on my instagram photos @wineguide101) that claims to keep your bottle fresh and your fridge classy

Imagine this: you open a bottle of Bordeaux on a Wednesday. One glass later, you’re done for the night. Normally, that means either drinking the rest Thursday out of guilt—or pouring it down the drain Saturday, weeping softly. Enter ETO: the sleek, spaceship-like wine gadget that claims to save your vino (and your sanity).

Wine Waste Warriors Unite
ETO, a British brainchild launched by designer Tom Cotton, solves a problem most wine lovers face: oxidation. In plain English, it stops your lovely red from turning into vinegar. But instead of sticking a rubbery plug in your bottle and praying, ETO combines form and function in a way that makes even traditional crystal decanters blush with inadequacy. It’s designed for people who take wine seriously—but not themselves.

Whether you’re a seasoned collector or someone who simply enjoys a cheeky glass midweek, the battle against spoiled wine is universal. That sense of loss when you tip a half-full bottle down the sink? ETO has made that guilt a thing of the past. It doesn’t just delay oxidation; it transforms your wine-drinking habits into something that feels luxurious, even on a Tuesday.

Decant. Pour. Preserve. Repeat.
It’s called “the decanter reinvented,” and frankly, they’re not wrong. ETO aerates your wine with a graceful pour through a long funnel, helps release aroma and flavour, and then does its party trick: pushing out the air and sealing the wine with a satisfying click. No gas cartridges, no consumables, no gimmicks. Just science, engineering, and damn good design.

The patented mechanism is simple but brilliant. After pouring your glass, you push down the neck until it kisses the wine’s surface—creating an airtight barrier that slows oxidation dramatically. It’s wine preservation, yes, but with a touch of theatre. The whole act feels ritualistic in the best possible way.

Kickstarted, Not Half-Baked
The brand burst onto the scene with a Kickstarter campaign that smashed its target in just 32 hours, raising over £777,000 from nearly 7,000 eager backers. That’s not hype—that’s a wine-drinking army with a credit card and an aversion to waste.

But what sets ETO apart from other crowdfunded one-hit wonders is who came knocking after. Y Combinator and Soma Capital (aka the Silicon Valley big leagues) put their weight behind it. Translation: the people who backed Airbnb and Dropbox think ETO isn’t just a pretty jug—it’s an IP-rich brand with real growth potential.

Glass Half Full (Up to Two Weeks Later)
ETO’s preservation claim? Two weeks of freshness. Real-world feedback? 7-10 days of glorious flavour, say the wine geeks. Either way, it’s a game-changer for people who want a single glass on a school night without wrestling with commitment issues.

It means you can finally justify opening that special bottle for a solo Thursday roast, or savour a rare vintage one thoughtful glass at a time. No pressure, no waste, just you and your wine on your own terms.

Posh, Polished, and Priced Accordingly
Retailing at £139-149 (or around $200 USD), ETO sits confidently in the premium bracket—a Rolls Royce of wine widgets. The materials reflect that too: borosilicate glass and high-grade stainless steel, all finished in options like Graphite Satin, Gold Mirror, Copper Satin, and more. It’s practically begging to be Instagrammed.

If Apple made wine gear, this would be it. It’s not just functional—it’s a talking point. It lives as comfortably on your dinner table as it does on a design blog. Whether you’re entertaining or solo-sipping, it upgrades the experience.

Corked? Not Quite. Here’s the Downside.
Some users mention it’s a faff to clean (not me, takes a few minutes to clean although the wife sometimes struggles to unscrew the thing!), especially after a chill in the fridge. And yes, the price makes it a no-go for those happy with their £6 Vacu Vin.

It also doesn’t play with sparkling wines or those drinking multiple bottles side-by-side—unless you’re willing to buy more than one. So yes, it’s a niche tool. But if that niche happens to be stylish wine preservation for still wines, it absolutely nails the brief.

Verdict: For Wine Nerds Who Like Their Gadgets as Much as Their Grapes
ETO doesn’t just preserve wine. It preserves experiences. It’s elegant, effective, and just the right amount of over-engineered. For the wine-curious, it’s a flex. For the wine-serious, it’s a must-have. For the rest? There’s always screw caps.

In a world where most wine gadgets feel like stocking fillers or gimmicky add-ons, ETO dares to be different. It’s the rare wine accessory that does exactly what it says on the tin—only it doesn’t need a tin. Just your favourite bottle, some counter space, and a bit of wine snobbery. Cheers to that.