A Look At The Timeless Relevance of Don Simon

I remember Don Simon from my childhood when I low-key thought it was some sort of communion wine because of how important it was to my Dad, his bar and friends. Also, who remembers the absolute fascination our parents had with bars in the living room back in the ‘90s? It’s one of the many remarkable things that should have totally continued till this day.

The low price approach, nostalgic ties and ceaseless availability in the market are some of the qualites that make the Spanish wine attractive after all this time.

For the longest time, I thought the drink was a Nigerian product because of how essential it was to people’s homes and neighbourhood stores around. At some point when 5Alive attempted its rebrand and became scarce, the Don Simon wine never went away. Although in 2002, when the Nigerian government banned importation of fruit juices, the Don Simon fruit pack also became very scarce despite the wine’s availability.

Ekulo International limited (the owners of Ekulo Wine World, responsible for importing drinks to Nigerians for over 30 years) alongside J.Garcia Carrion S.A of Spain (which distributes to over 30 countries worldwide), made a comeback when permission was granted to manufacture the fruit juices in Nigeria.

Despite the fact that a pack of Don Simon goes for only N700 (at least in ethical stores). It is interesting to know that it is not locally produced, it is made in Spain. And because it comes in a box, makes it less expensive as opposed to heavier and glossier bottles.

Now, a little on the drink’s profile: Don Simon has variations that range from fruit juice to sangria, as well as the amazing vino tinto that this piece is based on.

The vino tinto is not as full bodied as a merlot. It is best served chilled and has a slight watered down-ness that is just appropriate, but still falls under the dry reds. I enjoy it as an after-work drink, or in a slow-cooked stew with red meat, or just as pre-drinks before leaving to a ‘mid-night function’.

It has a refreshing texture, although I’m not sure whether this has much to do with the taste or just the nostalgic ties it has with my childhood. I used to sneak to my dad’s bar when I had to break my fast with “bread and wine”, because I was convinced it was one of the ‘good wines’ a Christian girl could have. This was how I knew I always had a thing for sour drinks, because who likes Don Simon as a teenager? I mean, the Bible mentions wine severally, and how integral it is during celebrations but I think I misunderstood it a tiny bit. Please don’t judge me, I was young and dumb.

Being a millennial, you can imagine how I felt when I realised that the drink of my childhood has also branched to a canned variation for only N300. Canned wine has become a trend in 2019 because millennials ceaselessly remind the world that they’re only here for a good time and not a long one. Buying bottles and bottles of wine is a bit restrictive as you either have to finish it at one go, otherwise if you opt to chill or freeze, it oxidises even more. According to a Nielsen report, canned wine isn’t just a passing fad, it is a 45 million-dollar business.

Stephen Cronk, co-founder of Mirabeau en Provence, believes it is one of the most exciting trends as high quality wines are becoming more available and sold in cans. The canned trend is reflective of the times we’re in, we’re all about sustainability in this era.

I love that Don Simon has evolved into this thing that upholds a lot of memories, even after all this time without losing its essence. From those days of uni house parties, Christmas hampers and everyone’s first induction to alcohol, the drink has served its purpose and also maintained a good standard. What I’m trying to say is that Don Simon keeps strengthening its place on my shelf, fridge and office desk, lol. And I think that’s how you stay in tune with the times, the primary goal is always to remain authentic, while exploring various innovative avenues.