Aveine, which promises to help you enjoy your wine more thanks to tiny air bubbles, announced its new, lower cost Essential wine aerator today.
Aveine’s aeration system has two components. The hardware is the aerator that plugs into the top of an open wine bottle and injects tiny bubbles into the wine as you pour. Then there is the connected mobile app that you use to scan a wine label. The app identifies the type of wine and, based on that information, tells the aerator exactly how much air to add as you pour the wine.
This precise aeration, according to the company, means you don’t have to wait for the wine to “breathe” after opening a bottle. You’ll also get a more rounded wine taste with more flavor.
The first generation of the Aveine, released back in 2018, isn’t cheap, costing $449. That’s a lot of money for a bunch of tiny bubbles. Though, if you are a collector or someone who is really into their wine, that might seem like a fair deal.
The rest of us, however, probably wouldn’t spend that kind of scratch for our $12 bottle of pinot. With its lower cost, the new Essential aerator is a play to reach a wider audience.
Like its more expensive predecessor, the Essential also offers precise aeration as well as connection with the app for automatic adjustments, according to press materials sent to The Spoon.
However, the Essential is more limited in its aeration scale (the number of aerated hours the device replicates), and has a shorter free trial (30 days versus 60) and warranty (one year versus five years).
But the biggest factor for most people in the wider audience Aveine is trying to reach is the cost. The Essential will be available at a pre-sale price of 199€ (~$232 USD) from Sept. 24 – Oct. 31. After that, the Essential will cost 249€ (~$290 USD).
That’s still not cheap for most people. But given how wine sales surged during the pandemic over the summer, and the colder months ahead (coupled with continued COVID), perhaps people will pony up to get a little more flavor in their lives while they are housebound.
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