Thursday, 28 September 2017

Take it away…

Let’s just start with this name, shall we? The Takeout. In this country, our food is takeaway. We do not take out meals, except from a fridge. We take away food – we take out rubbish.

So right from the outset, I am prejudiced against a wine which is based on a marketing premise – let’s flog a wine to people ordering food from restaurants to eat at home – and then gets it so simply, linguistically, wrong.

And then they do it again! “Made to take away” it says on the label – well, it’s not, is it? Call me a pedant (and please, while you’re at it, undo that bottom waistcoat button), but if anything, it’s made not to, but for take away, surely? Unless you’re going to nick it from the supermarket.

Actually if, as it suggests elsewhere, you “Enjoy fine dining from the comfort of your couch”, then the wine is emphatically staying in. It’s another matter entirely whether the dining that comes on the back of a moped can conceivably be described as “fine”.

“There’s nothing like a night in,” it says, a reminder which makes me immediately want to go out. Personally I hate ordering a takeaway. I can’t stand the nervous waiting. How long will they be? Have they lost the order? Is that them? Shall I warm the plates up yet? Is that them? I’ll go and have a look through the window. Perhaps they can’t find the house? Is that them? IT’S THEM!

But takeaways are clearly popular. And the most popular in this country are Chinese and Indian. Possibly because both of them are really difficult, and time-consuming, and “pinch of a herb or spice you haven’t got” demanding, to cook upon a whim. Who’s going to order something any fule can cook? Who’s going to stand in the Dragon’s Den and propose a fish finger delivery service?

Unfortunately, in a hitch somehow unforeseen by The Takeout’s marketing department, neither Chinese nor Indian cuisine really pair with Sangiovese, immediately losing them 59% of the UK takeaway market.

The label – indeed, the front label – tells us the dishes with which it does pair. But it regains little ground, since they include fettucine alfredo, a dish patently unsuited to delivery, as its simple ingredients of pasta, melted butter and melted cheese would coagulate on the back of a moped into a sort of yellowish breeze block.  

However, at least we are told the wine does pair well with pizza, our nation’s third favourite takeaway, and a dish with which you can’t really go wrong. Unless someone wants pineapple on it.

And the Takeout has a screwcap, thoughtful when you’re panicking about your delivery getting cold. But beneath it is a pugilistic wine with an acidic edge, lacking not only body or depth, but also the liveliness which Sangiovese can display. Hardly a suitable partner for that “fine dining” they mentioned.

There are so many flaws in this whole concept. In one scenario, you are buying this wine to keep until you have a takeaway delivered at some point in the future, on the evidently false assumption that it will go with whatever you order.

Or, you are actually picking up your takeaway, so you pop into the supermarket to get a bottle of wine to go with it – and bereft of any idea what to get, you buy this because it says it will go with a “takeout”. Although it probably won’t go with yours.

There are many questions around takeaways – such as why does our Indian restaurant always put a little plastic bag of salad in with the dishes they deliver? (You never get salad in the restaurant…)

But there is only one question around The Takeout. Why?

PK

No comments:

Post a Comment