It all began not in Rome, but in Milan, when Rob Malin walked into Andrea Marchesi and Lorenzo Canali's wine shop, "Ciao ragazzi!"

Sharing stories over a glass of wine, Rob noticed something striking – in Italy, good wine was abundant and often enjoyed in sustainable ways, like boxes and refillable containers. It was a far cry from the single-use glass bottles he was used to.

As the conversation flowed, they stumbled upon a startling truth – those heavy glass bottles created a massive carbon footprint, contributing to climate change and impacting the very vineyards producing the wine they all loved.

The realisation was sobering, but also inspiring. They envisioned a world where enjoying delicious wine didn't have to cost the earth.

This vision is what drives When in Rome. And with Rob's finance background, Andrea's wine expertise (he has a PhD in it, so you know he knows his stuff), and Lorenzo's knack for finding amazing Italian wines, they're the perfect team to make that vision a reality.

From a farmer’s market stall to the big leagues! We landed our first retail listing with Waitrose, bringing premium boxed wine to the UK before anyone else dared.

The canned wine revolution has arrived! While the world clings to single-use glass and PET, we dropped our range of premium, planet-friendly canned wines—small but mighty, perfect for on-the-go sipping without the guilt.

Boxed wine and cans were just our base camp. Next up? Tackling the Everest of the wine world—the 75cl bottle. Our answer? The world’s first supermarket-listed paper wine bottle. Less carbon, same great taste. Sustainability never looked (or tasted) so good.

We made it official: B Corp Certified. Proof that When in Rome isn’t just about amazing wine—it’s about better choices for people and the planet. Cheers to that.

From supermarket shelves to festivals, sports stadiums, and travel hotspots—When in Rome is everywhere. More listings, more impact, and our growth strategy delivered a 10% carbon footprint reduction too.