eto has become a game changer for wine preservation. Was there a moment or a specific bottle that inspired the idea?

The idea for eto sparked one evening when life got in the way of finishing a bottle. We had young children at the time, and we’d often open wine but not finish it. A friend mentioned how wine experts preserve their unfinished bottles—decanting into smaller vessels to minimize air contact, sometimes even using jam jars or small plastic bottles. As a product designer, I understood the science but thought, there has to be a more elegant way. I wanted to create something that not only preserved wine effectively but was also beautiful enough for the table—a decanter that celebrates both form and function. Not just another gadget destined for the back of a cupboard, but an object that enhances the entire experience of enjoying wine.

What was your personal journey into the world of wine?

My enjoyment of wine has always been driven by curiosity rather than formal training. I’ve never seen it as something to master, but to explore and share. Developing eto deepened that curiosity, pushing me to understand wine on a more technical level. I’ve been fortunate to learn from both Masters of Wine and casual drinkers, gaining insight into their experiences, preferences and frustrations. For many, wine can feel wrapped in tradition and expertise, but at its core, it’s about enjoyment and bringing people together. The best wine experiences aren’t just about the bottle—they’re about who you share it with, the conversations, the laughter, the moments around the table. Whether you have a carefully curated cellar or simply enjoy a glass at the end of the week, wine should feel approachable. eto is about making great wine more accessible, ensuring every bottle and every glass can be fully enjoyed— whenever and with whoever you choose.

eto is as much a piece of art as it is a useful tool. Tom, as a product designer, was there a specific item, architect or designer that inspired the look and feel of the design?

I've always been drawn to design that solves problems quietly, and that philosophy shaped eto. Designing it was exciting because nothing like it existed. First, I had to invent and perfect the mechanics, refine the materials, and patent the function. Then came the challenge of form—getting the proportions right, ensuring it felt good in the hand, and practicalities like making sure it fit seamlessly in a fridge door. I’ve always admired Naoto Fukasawa — his designs feel as if they’ve always existed, effortlessly fitting into everyday life. I wanted eto to have that same timeless quality, with carefully chosen materials that enhance both form and function. The focus was on clean lines, perfect proportions, and a sense of familiarity—an object that feels just right without demanding attention. The challenge was balance—functional yet quietly exciting, modern yet lasting.

When you're not working on revolutionising wine preservation, how do you like to unwind?

For us, unwinding usually involves good food, having friends over, and, of course, a few good bottles of wine. I love pairing wines with meals, and sharing stories around the table. Music is usually a big part of it too. I play the guitar (not particularly well!) but well enough to get a singalong going after a few glasses. Good food, wine, music, with some good mates and family — there's no better way to unwind.

If you could share a bottle of wine (preserved in eto, of course!) with any three people, living or dead, who would they be and what would you pour? 

I’d share a bottle of Dominio de Pingus with my grandad (whom I never met) and invite Peter Cook and David Bowie to join us at the legendary El Bulli (now closed). I think my grandad would love the inventive food and wine, and if Bowie picked up a guitar between courses and also joined Cook for some Pete and Dud routines, it would make for a brilliant evening. Great food, wine, music, and laughter — I’m sure he’d love it! 

Do you think advancements in wine preservation has changed people's drinking habits?

Absolutely. Wine drinking is becoming more mindful—less about quantity, more about quality. People are no longer constrained by the pressure to finish a bottle in one sitting. Instead, they’re drinking what they want, when they want, and how they want. Our eto community tells us they now open a great bottle midweek, knowing they can enjoy it gradually over days or even weeks. They pair wine freely with food—white with fish, red with steak—without worrying about waste. A single wine drinker in a household can now pour just one glass, confident that the rest will be just as good later. For my wife and I, one of us prefers white, and the other red. Before eto, that meant compromise or potential waste. Now, we each enjoy what we love, at its best. Wine should be about freedom and enjoyment. Better preservation means we can drink less, but better — savouring each glass without rushing, embracing quality over quantity.

Sustainability is at the heart of eto, from reducing wine waste to using long-lasting materials. Looking ahead, how do you see eto evolving to further support sustainability in the wine industry?

From its inception, eto was primarily a response to waste – both the environmental impact of pouring good wine down the drain and the financial waste of that habit. Our sustainability story unfolds across three areas. First, reducing wine waste remains our core purpose. Every glass saved means fewer resources consumed across the entire wine production chain.Second, we've embraced longevity as a stand against disposability. Eto is built to last a lifetime, with every part replaceable (because accidents happen!). We definitely reject the practice of planned obsolescence.Third, we're obsessing over materials and packaging. We’re constantly looking at ways we can reduce emissions, everything from smaller shipping boxes to recyclable packaging. We're continually drawn to innovators giving waste a second chance. Across the industry, we're seeing brilliant reinvention of what was once discarded. Pelegrims transforms winemaking's leftovers – seeds, skins, stems – into antioxidant-rich skincare. Meanwhile, 58&Co rescues wines past their drinking prime and transforms them into incredible spirits. These circular approaches to sustainability feel like the future – finding creative solutions that turn wine waste into opportunities.

As eto continues to grow globally, do different cultures approach wine preservation differently?

While wine customs have their local touches, the desire for quality remains constant everywhere. We love seeing orders arrive from all corners, from Peru to Portugal. Our international community shares all sorts of stories—some open an excellent Bordeaux for just one glass on a Tuesday night, knowing it will stay fresh, while others open a finer wine like an aged Riesling without hesitation. Yet across these diEerent places, the message is the same: people value the freedom to open a great bottle without the pressure to finish it in one sitting. It’s also been great to see eto become a favourite gift around the world, shared between friends and family who appreciate good wine and good company. Because ultimately, eto isn’t just about preserving wine—it’s about the freedom to enjoy it, whenever and with whoever you choose.