When in Rome gains new national listing

When in Rome has gained national listings in Waitrose and Harvey Nichols, as customers opt for premium wines-in-box.

When in Rome claims that the wine-in-box trend has started in 2017 and looks set to continue into 2018, with UK retailers looking to embrace the move.

When in Rome founder Rob Malin comments: “Retailers are clearly seeing changes in consumer habits and are looking to embrace the many advantages of bag-in-box wine. It’s premium offerings like ours which have won the format new credibility with the trade and, of course, consumers. We’re thrilled to have nationwide listings in such a short timeframe and we also see huge potential in the independent sector.”

Malin launched his bag in box range about 18 months ago claiming to have spotted a gap in the UK market for a wine box brand that could provide quality wine in an attractive box.

Malin continues: “We were confident there was great potential in the wine box market. It’s already hugely popular in mainland Europe, especially in Italy, France and Sweden, so it really was just a matter of time before the UK finally caught up.”

Rob worked with his two partners Andrea Marchesi and Lorenzo Canali to create a range which would celebrate Italian winemaking in a packaging that would retain an artisan, premium feel while respecting the environment.

The range includes ten wines with popular varieties such as Nero D’Avola, Pinot Grigio and Barbera all made by small and independent producers who typically only sell to local consumers. Each wine is sold in a 2.25 litre box, which celebrate provenance via a design that focuses on each of the wine producers’ stories.

When in Rome won its Waitrose listing in September and is available nationwide and has recently become the first ever wine box offering in Harvey Nichols.

When in Rome range is currently available at Waitrose, Harvey Nichols and other independent wine merchants throughout the UK – range starts at RRP £25.

18 November 2017 - Sam Coyne The Drinks Report, news editor