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Tom Cotton, an award-winning designer from London and passionate wine lover, wanted to tackle wine waste — an environmental issue with real impact. In 2011, he discovered that UK households pour away the equivalent of 62.4 million bottles of wine each year because leftover wine isn’t properly preserved.
Finding that most existing wine preservation tools were either ineffective or expensive, Tom was inspired by a method used by wine experts: transferring leftover wine into smaller containers to reduce air exposure. This idea evolved into eto — a glass vessel designed to simplify serving and preserving wine while being elegant enough for the table.