UNIVERSAL DYNAMISM

The Futurists declared ‘nothing exists in isolation’, everything is in perpetual motion. A constant state of being influenced by and influencing its surroundings. To Umberto Boccioni the natural order ceaselessly moves forward. Any moment, action or conversation exists to give birth to the next. A compounding pursuit towards perfection. This deification of youth, of the new, eloquently captured the spirit of modernity and its abandonment of antiquity. Fast forward and the attention economy reads like a Futurist premonition realised. Screens in perpetual scroll, a feed with information produced at rates faster than it can be consumed, is an art of constant creation.

Attitudes can shift between generations in a multitude of ways. From rebellion—the rebuke of existing norms, augmentation—the addition of new thinking to the existing, revival—the resurgence of historical patterns et al. Societies, as Boccioni protested, morph over time, influenced not solely by the prior generation, but also by the advent of technological developments. Not immune to this, the beverage category has seen behaviours, attitudes and options shift at a rapid clip. Post-pandemic bounce backs, the rise of wellness and the increasing visibility of problematic social dynamics have driven this collective change of heart with booze. However, while a change arises in some respects, societies are slow to wholly begin again. The social art of drinking, of conviviality, and the role it plays in our humanness still needs satiating.

COLLAPSE OF CHRONOLOGY

Etota is not here to replicate, replace, or remove. It’s here to reframe. Inspired by the Italian ethos of aperitivo—where connection, pleasure, and ritual take center stage—it brings that same spirit into a new frequency. But it isn’t just about Europe’s golden hour, a mimicry of a memory. Etota lives in a different timeline altogether. Like a 90 degree turn onto an alternate axis, it borrows from the past, breathes in the now, and tastes what’s next. Crafted from botanicals, citrus, and unexpected ingredients, Etota was designed to be dynamic. Layered and multifaceted, it resists being pinned down. Like a shifting horizon, it changes depending on how you approach it. Straight over ice, spiked with gin, topped with soda, or sipped solo. Etota responds. It morphs. It surprises.

So what if a drink didn’t exist in the present, but moved across it? What if a drink could feel like a memory and a prediction at the same time? What if flavour could function like cinema, a rolling montage of taste, texture, and temperature that shifts with every sip? What if a bottle could be more than a container, and instead behave like a story—layered, versatile, alive? In a moment of sameness, where drinks fall neatly into categories; alcoholic or not, classic or contemporary, familiar or forced—Etota arrives, and departs differently. Fluid in both form and thought. It is zeitgeist, made drinkable. Universal dynamism distilled into a beverage which feels both familiar and new.

RESOLUTION IN FLUX

The aesthetic follows suit, it finds resolution in flux. It is layered. Cubist. A story unfolding all at once. A drink that refuses to sit still, transforming with every sip, revealing new dimensions as it moves. It is an interplay of contrasts: bitter and bright, refined yet raw, structured yet free. A perpetually re-contextualized experience which savors disruption and dissolves the objective. Like the urgency of early 20th-century manifestos, or the dynamism of Gino Severini’s Dynamic Hieroglyphic of the Bal Tabarin, it is built with velocity in its bones. It pours forward in laminar flow. It doesn’t play to nostalgia or settle into routine. It thrives on momentum. On iteration. On the constant reassembling of taste, time, and texture. It blurs the lines between tradition and reinvention, pulling from different eras, formats, and sensations. Not to confuse, but to expand. Every version a chapter in continual revision. It offers everything all at once—glances backward, jumps forward, overlapping references, fragmented ideas stitched into form. Drinking it is like entering a cinematic edit: not a single shot, but a sequence.

CONSUMING ZEITGEIST

Resisting a sense of nostalgic stagnation, it is not retro, nor reissue. It’s an active archive, sampling, remixing, and reshaping flavour like a living neural network. A beverage that functions like memory: associative, recursive, never quite the same twice. Every bottle a fragment of a wider story. This is not about abstinence, but abstraction. Etota is for those who want more from the glass. More than habit. More than default. More than imitation. It’s for people who see drinking as a ritual of meaning. A precious moment of pause, of provocation, of self-expression. It doesn’t offer less. It offers other. A new logic for what a drink can be. In the same way that fashion exemplifies the zeitgeist, a foot in the past and a foot in the future, it reminds us that we are actively creating the cultural conversation as well as consuming it. In this way, Etota becomes something more than beverage. It becomes a system. A cultural interface. A layered format for people who prefer their experiences mixed, not prescribed. Who understand that identity is fluid, and that context isn’t static. That form can be filled and refilled, again and again.

REMIXING RITUALS

Etota is an answer to the moment we’re in and a window into what comes after, or rather to the side. Because right now, we’re living in a time where linearity has collapsed. Where past and present and future no longer arrive in order, but blend together in overlapping exposures. We’re remixing, reframing, and re-contextualising at every level. Etota fits in that flux. It is not afraid to be complex, contradictory, or unfinished. In fact, it embraces the dynamism of the unknown. It understands that the most powerful ideas don’t settle, they move. This isn’t compromise or conformity. Nor rejection or rebellion. It’s a re-orientation. A side step, or two. A drink in motion, a story told in layers. A ritual reimagined for a world in flux, whose edges are increasingly blurred.

Photography: Daniel Herrmann-Zoll