It was a case of you be 40 minutes late last night as traffic jams contributed to a delayed start for reggae stars UB40's Hawke's Bay gig last night.

Many concertgoers spent well over an hour queued on Waimarama and Kahuranaki roads leading to the concert which finally started 35-40 minutes late, the crowd primed to near-ignition by the frontman Ali Campbell (pictured last night) took to the stage for the Red Red Wine Tour concert, hosted by Black Barn at a new off-site venue a short distance from the winery to cater for huge interest which saw tickets initially sold out more than six months beforehand.