Pursuing a passion for bringing premium Italian wine to British consumers with minimal impact on the environment, Stroud-based wine brand When in Rome has gone from selling at a local farmers’ market to stocking major supermarket shelves in just six years.
When in Rome was founded six years ago by Rob Malin and Italian co-founders Andrea Marchesi and Lorenzo Canali. Having met in Milan, Rob fell in love with Andrea and Lorenzo’s wine shop and, several lunches later, their Anglo-Italian business idea was formed. Feeling that they were missing a trick with the UK only having three percent of the wine ‘bag in box’ market, compared to France’s 40% and Sweden’s 65%, they realised that there’s a massive eco advantage to ‘bag in box’ – having only half the carbon footprint of glass bottled wines. Committed to supplying fine Italian wine on a small carbon footprint, Rob and the team have since moved to unique paper bottles and infinitely recyclable aluminium cans.
A local entrepreneur in Stroud, recommended Rob get in touch with The Growth Hub in 2017. Fortuitously, at this time, there were small business grants available through the European Regional Development Fund. Supported with their application by our Business Navigators, When in Rome later received £5,000 to accelerate their growth.
Since then we’ve had much assistance on things like strategy, sales and networking from The Growth Hub, including various one-to-one sessions on commercial and sales strategies, supply chain finance — you name it.
Successfully achieving B Corp status, When in Rome is the the only wine brand in the UK that publishes its carbon footprint on the consumer packaging. Originally packed in Italy, it’s wine is now exclusively canned and filled in the UK – further reducing its carbon footprint. Already firm favourites in Sainsbury’s, Ocado and Asda, and a best seller in Waitrose, When in Rome plans to expand into Tesco and Morrisons in 2025.
I was quite surprised to find such a high level of expertise within The Growth Hub. They are mostly ex-business people, so they’ve done your journey — some of them are even exited founders. So they understand what you’re going through as a business and they’re very well placed to advise.
To read the full story, in Rob’s own words, check out his interview with SoGlos here: How When in Rome wine become a Waitrose best seller with guidance from The Growth Hub
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