Our Approach

45% of the wine industry’s emissions come from single-use glass bottles—and we’re here to change that. All our wines come in eco-friendly packaging. That said, we’re not perfect. Like any business, we have an environmental impact, but we’re committed to doing better—across everything we do. Our goal? Net Zero. And we’ve got a plan to get there.

Since 2021, every single one of our products has been measured and audited for its carbon footprint by Carbon Cloud. We even put the number right on the packaging, so you can make an informed choice. More than that, we use the data to cut emissions at the source. Here’s how:

Winemaking

We only work with small, independent producers—many of them family-owned for generations and naturally in tune with their land. We help them reduce their impact by encouraging renewable energy, water conservation, and cutting out chemical fertilisers and pesticides. And thanks to our sustainability partners (you can read more below), we’re exploring ways for winemaking to remove more CO2 than it emits.

Transport

Wherever possible, we ditch trucks and planes in favour of trains and ships—especially for long-distance transport. We also move wine in bulk before packaging it closer to home, cutting emissions by 10% or more compared to even the best low-impact formats.

Packaging

We only use eco-friendly packaging and work with filling partners who share our values—think renewable energy, ethical practices, and sustainability initiatives. We’re constantly pushing our suppliers to reduce CO2 and waste, from developing mono-material components to minimising pollution at every step. And we’ll always shout about these issues—because awareness leads to action.

At When in Rome, we believe that good wine shouldn’t cost the Earth. That’s why we’re on a mission to shake up the industry, one glass bottle-free pour at a time.

Together We Rise: Strategic Partnerships

Innovation is key to decarbonization, and we're committed to partnering with those at the forefront of sustainable solutions. The following collaborations represent our dedication to exploring and implementing the most impactful technologies and practices, from carbon measurement and reduction to sustainable packaging and value chain insetting:

B Corp – We’re officially a B Corp, which means we meet super high standards for social and environmental responsibility. Basically, we do business the right way—good for people, good for the planet.

Carbon Cloud – We use Carbon Cloud to track and shrink our carbon footprint. It’s all about transparency—so you know exactly what impact our wine has on the environment.

Frugalpac – The wizards behind our paper wine bottle! Lighter than glass, lower carbon footprint, and the first of its kind in a UK supermarket