
Last year, in one of the more baffling developments in Reading’s food and drink scene, wine bar Veeno changed its name to Vino Vita. It wasn’t initially clear whether this was because the people running it had bought the business from Veeno or if something else was going on. If you read the details on Vino Vita’s website you’d be none the wiser. “We’ve rebranded, but our commitment to excellence remains unchanged” it said. “Join us as we start an exciting new chapter that expands our offerings and vision.”
More details emerged when the owners spoke to the Chronicle last month. “A big reason why we became independent was so we could have more say over the produce” said the restaurant’s Head Of Sales. “We developed our whole menu, and everything is done on site.” I remember reading the article and thinking that this potentially merited a revisit, but the main thing I took away was They have a head of sales? It felt like a role Veeno, a chain with 5 restaurants across England and Scotland, might need but that Vino Vita, a single spot opposite Forbury Gardens, probably didn’t.
So what were the differences, and had Vino Vita improved on the Veeno formula since taking their destiny into their own hands? The only way to be sure was to eat there – which clearly I did, because you’re reading this – but before that I carried out some research. Because I visited Veeno on duty nearly 8 years ago, not long after they opened, and at the time I would have said that there was plenty of room for improvement.
Vino Vita’s menu does indeed offer a slightly wider selection of dishes than Veeno’s, with more nibbles, bruschette, small plates and so on. It has about as many pasta dishes, although I’d say Vino Vita’s sound less interesting. The big difference, and again this is baffling, is the sheer volume of pizza: between conventional pizzas and Pinsa Romana, Vino Vita offers almost twice as many options as its estranged siblings.
Did Vino Vita move in this direction to compete directly with the likes of Mama’s Way, who clearly have superb access to produce? And if so, wouldn’t you maybe change course given that Reading has seen pizza place after pizza place open this year, at least two of them – Paesinos and Amò – being truly first class? I did wonder.
A couple of other strange things that came out of my homework. One was wine. Veeno’s selling point was that the wine was from their own vineyard: their selection was excellent, the vast majority of it was available by the glass and much of it was affordable. To give you an example, 7 of their 21 reds will set you back £30 or less. By contrast, Vino Vita’s 21 reds were more expensive – the cheapest was £29.95, the remainder all cost more than that.
It wasn’t clear where any of them came from either, because unlike Veeno, Vino Vita didn’t quote producers or vintages. It felt odd to split away from the parent company to offer greater choice, only for that choice to be more expensive and less informative. Like the name change, it had a hint of shadiness about it.
The other odd thing was something I discovered when making a reservation, because booking online with Vino Vita also raised some questions. The thing is, you don’t just book a table. You also have to tell them, and I’ve never seen this before, when you plan to give it back. Not only that, but you also have to say what you’re booking it for – is it for a meal or an Experience?
Yes, an Experience with a capital E, and the booking system asks you which one you want: Quattro Rossi, for example, Trip To Italy or Italian Afternoon Tea, without telling you what they are (they’re on a separate menu, but it’s odd that they don’t tell you as part of the booking Experience – sorry, I mean experience). And all those Experiences? Copied straight from Veeno. The grape didn’t fall very far from the vine, it seemed.
After all that research, I was in two minds about going to Vino Vita. Was it different enough? Was it promising enough? But one thing clinched it. Sometimes people specifically ask if they can join me for particular reviews: so for instance, when I get round to visiting Lebanese Flavours to discover whether the artist formally known as Bakery House has simply changed its name or changed for the worse, my friend Liz has called shotgun on that one.
Similarly, I can’t review Wendy’s unless it’s in the company of Kevin, a long-standing reader, because I promised him, and as he’s moved to the Cotswolds it won’t happen any time soon. In this case it was Zoë, my wife and number one dining companion, who put in a request specifically to go to Vino Vita, so I met her outside at the start of the weekend, to discover whether their commitment to excellence really did remain unchanged.
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