Man walks into a bar. Well, a wine shop to be exact. And not in Rome, but Milan.  The day founder Rob Malin chanced upon Andrea Marchesi and Lorenzo Canali's wine shop was to be a fortuitous one.

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. Ahead of the curve, they knew that heavier bottles had a larger carbon footprint.

And so the first seeds of inspiration for When in Rome were planted. Just three people enjoying a drink and thinking of a world where enjoying delicious wine needn’t cost the earth.

The brand has helped to promote premium and delicious Italian wines in alternative packaging, including bag in box, cans and paper bottles.

Now in the hands of B Corp wine distributor North South Wines,  When In Rome is poised for the next chapter in the quest for sustainable wine solutions.