U-tube!

Wednesday, March 16th, 2011

It’s not often you see something genuinely refreshing and new that’s not only eye-catching but practical too. Well, that’s what happened when I sat down to join friends carbo-loading for the Argus cycle tour at a pasta place in Greenpoint last weekend.

I noticed this funky cardboard tube on the table – so picked it up and started reading it before spotting the wine tap sticking out of its base. The branding is straightforward –uKuva iAfrica – but is a cleverly simple idea. It’s called U-tube. Nigel Wood, the man behind this product admits that it’s to leverage as much humour as possible but also to highlight the fact that social media will be driving much of their marketing. His company – uKuva iAfrica – is all about ethical food products and doing the right thing, so this is a FairTrade wine to boot.

I was astounded that this product – which was only launched last week! – has already been recognised for its novelty value by being adjudged a category winner at the International Food and Drinks Exhibition (IFE) in London on Friday. It was rated in the Fresh Ideas of 2011 segment and has been put forward into the mix for the overall top award.

It’s two standard 750ml bottles of wines in a bag – with a tap, but instead of being in a box, it’s in a cardboard tube. “Tap in a tube,” as Wood said, “but it really works because it stands on a shelf with all the other bottles – and yet it isn’t a bottle. People can’t help themselves. They have to pick it up to have a look – and when they read the tube, they’re sold.”

But that’s not all… it hits that magic sweet spot of price, packaging and product intrinsic too. It isn’t just the packaging – which is seriously eye-catching with its funky red print – but the wine itself that makes this a winner. This is an eight-way red blend of Mourvèdre, Pinotage, Petit Verdot, Merlot, Shiraz, Malbec, Grenache and Cabernet Franc blend whipped up by Miles Mossop of Tokara. And it’s delicious! Succulent and fruity but with enough body and intensity to add interest. No hectic wood or tannin to send novice drinkers heading for the hills. It’s really tasty – and it only costs about R60!

There are three other wines in the range – a Sauvignon Blanc, Chenin Blanc and a Merlot.