Product Offerings
Products:
Paper Bottle Wines: Pinot Grigio, Primitivo, Rosato
Canned Wines: Primitivo, Pinot Grigio IGP Puglia, Pecorino IGP Terre di Chieti
Boxed Wines: Pecorino IGP Terre di Chieti, Campania Greco IGT, Nero d'Avola
When in Rome Wine Ltd is a pioneering UK-based wine company redefining how premium European wines are packaged, marketed, and consumed. Headquartered in Stroud, Gloucestershire, the company focuses on importing and distributing sustainable, high-quality wines sourced directly from small, independent producers in Italy. Since its establishment in 2015, When in Rome has positioned itself as a leading advocate for sustainable wine packaging, embracing innovation while maintaining an unwavering commitment to transparency and authenticity.
Core Business and Mission
When in Rome specializes in alternative wine formats, offering premium Italian wines in eco-friendly packaging such as paper bottles, cans, and bag-in-boxes. The company’s mission is to make great wine with a low carbon footprint accessible to modern, environmentally conscious consumers. By removing traditional glass bottles from their supply chain, When in Rome aims to reduce carbon emissions and packaging waste, thereby leading the sustainable wine revolution in the UK and beyond.
Products and Service Offerings
The company’s product portfolio includes:
-
Paper Bottle Wines:
- Pinot Grigio IGP Veneto
- Primitivo IGP Puglia
- Rosato IGP Puglia
-
Canned Wines:
- Pinot Grigio IGP Puglia
- Pecorino IGP Terre di Chieti
- Primitivo IGP Puglia
-
Boxed Wines (2.25L format):
- Campania Greco IGT
- Pecorino IGP Terre di Chieti
- Nero d'Avola IGT Sicilia
These wines are sourced from certified small-scale producers who use minimal intervention farming and traditional winemaking techniques. Each wine is labeled with full transparency, including the producer’s name and location.
Specialization and Unique Value Proposition
When in Rome's unique proposition lies in combining premium Italian wines with sustainable packaging technologies. It is one of the first wine companies in the UK to launch wines in Frugalpac paper bottles, which are five times lighter than glass and generate six times less CO₂ emissions. The company’s dedication to storytelling around each wine's provenance and its partnerships with small growers elevate the authenticity of its offerings.
Additionally, the company is a certified B Corporation, meeting rigorous standards of social and environmental performance, accountability, and transparency.
Financial Insights
While When in Rome is privately held and does not publicly disclose its financial statements, industry reports and interviews with leadership suggest a year-on-year revenue growth of approximately 30% from 2020 to 2023. The company's visibility surged following its retail partnerships with UK supermarkets including Ocado, Waitrose, and Sainsbury’s. Sales increased significantly during the pandemic, especially for its boxed wine format, which was embraced by consumers for its convenience and sustainability.
Shipment and Export Records
Data from ImportYeti and Trademo indicate regular import shipments from Italy to the UK, focused on regional Italian appellations. Over the last three years, the company has completed more than 500 documented shipments, primarily from regions like Abruzzo, Veneto, Campania, and Puglia. Shipment volumes have grown steadily, reflecting increasing consumer demand for sustainable wine options.
Target Markets
When in Rome’s primary market is the United Kingdom, with a growing presence in:
- Ireland
- Germany
- Scandinavia
- Benelux countries
These regions are particularly responsive to eco-conscious products, and the company plans to expand further across the EU through strategic retail partnerships and direct-to-consumer (DTC) channels.
Capabilities
- Ability to scale DTC and retail orders across multiple sustainable packaging formats
- In-house creative and branding team to support impactful storytelling
- Strong logistics partnerships for chilled and ambient product delivery
- Collaborations with sustainability and innovation bodies like Frugalpac and B Lab UK
Certifications and Compliance
- Certified B Corporation (since 2022)
- Full compliance with UK Wine and Spirit Trade Association (WSTA) regulations
- Partnerships with producers following EU Organic Certification, DOC/IGP wine standards, and low-intervention winemaking practices
- Utilization of Frugalpac-certified paper bottle technology
Customer Testimonials
“This is the way forward! Beautiful wine, minimal impact – feels like a no-brainer. Tastes amazing too!”
— Verified Ocado Customer Review, 2023
“The quality of wine surprised me for a boxed format. Definitely repurchasing – so convenient and eco-friendly.”
— Trustpilot Review
Major Achievements
- Shortlisted in The Grocer Gold Awards for Best New Product (2023)
- Featured in Forbes, BBC, The Guardian, and The Drinks Business for packaging innovation
- Signed TV chef Phillip Schofield as a brand ambassador in 2020, launching a co-branded wine collection
- First wine company in the UK to launch products in Frugalpac paper bottles
- Achieved plastic-free status on all secondary packaging in 2023
When in Rome Wine continues to lead the charge in transforming the wine industry into a more transparent, sustainable, and consumer-centric experience.