Skip to content
Search
AI Powered
Latest Stories

Eco-friendly wine makes festival debut this summer

Eco-friendly wine makes festival debut this summer

Gone are the days of drinking warm wine from flimsy plastic cups and the demand has shifted towards quality craft brands that deliver on taste and help reduce our environmental impact.

For alt-format, Italian craft wine brand When in Rome, it’s part of their ongoing de-carbonising mission to reach as many consumers as possible with their range of premium canned, bag in box and paper bottle wines with packaging that produces up to 10 times less CO2 than a single-use glass wine bottle.


When In Rome logo

Their award-winning paper bottle wines have already made an appearance at Coldplay’s net zero concerts this year, with frontman Chris Martin spotted enjoying the wine on their Music of the Spheres tour; and the paper bottles will also be served at the Y Not? festival this month.

“Our Italian wines are intended to be enjoyed all year round, but our wines really come into their own during the summer season, where we have a wine and a format for every occasion," said Rob Malin, When in Rome founder.

“We want to help the rest of the world enjoy wine like the Italians do, by producing premium, yet accessible wines packaged in more sustainable alternatives to single-use glass bottles.

When In Rome 2

“Our canned and paper bottle wines provide the perfect solution for festival organisers who have an obligation to reduce their climate impact. Not only do they produce less carbon, but they are also lighter to transport and without the risk of hazardous breakages.

“Italian wine has risen in popularity over the years, proved by the fact that for on trade, Italy was the top selling country by volume in 2021, and with Puglia’s wine makers now producing pale rosés that rival Provence, we think Italy will continue to be a dominant force in the wine industry.”

In April, When in Rome was recognised at the London Wine Competition, winning silver for their Primitivo wine and bronze for their Pecorino. They also won a silver award for their canned Pecorino at the International Canned Wine Competition.

Currently there are five wines in the brand’s canned range, including Primitivo, Rosato, Pinot Grigio and Pecorino, with their semi-sparkling wine, ‘Sekko’, launching in August.

“We are doing things differently and we’re proud of it,” added Rob.

“Given that 39 per cent of the wine industry’s CO2 emissions stem from single-use glass bottles, we feel it’s our duty to lead the charge towards the decarbonisation of the wine industry and provide eco-conscious consumers with an alternative.

“We are responsibly delivering our product as transparently as possible we’re the first wine brand in the UK to publish the climate footprint of each bottle, can and box on the packaging.”

When in Rome can be found in independent stockists throughout the UK.

For more information, visit www.wheninromewine.com

More for you

World of Sweets unveils new popping candy range from Warheads

World of Sweets unveils new popping candy range from Warheads

Confectionery distributor World of Sweets has revealed the latest novelty product from America’s leading sour candy brand Warheads.

The new offering is part of their plans to bring more of America’s much-loved sour flavours to UK customers.

Keep ReadingShow less
Pernod Ricard UK ignites festive spirit with marketing push

Pernod Ricard UK ignites festive spirit with marketing push

As December rapidly approaches, Pernod Ricard UK is ramping up its festive marketing efforts, anticipating a resurgence in consumer confidence after a challenging year. The UK’s second-largest wine and spirits supplier is set to inspire consumers to choose Premium+ Spirits as the perfect gift or the ultimate addition to any home celebration. Throughout 2024, Premium+ Spirits have consistently outperformed Standard offerings, making this higher end of the sector a vital margin driver.

“Since last Christmas, consumer confidence has been on the rise and the outlook for the final month of 2024 is positive," said Chris Shead, Off-Trade Channel Director for Pernod Ricard UK. "Gifting and hosting remain two key trends and retailers should focus on increasing space in-store for Premium Spirits that act as the perfect gift or cocktail ingredient when wanting to show off in front of friends and family. Where possible, we encourage retailers to prioritise categories that have been capturing the hearts of consumers and this year, our big winners have been Altos Tequila, Kahlúa and Bumbu Rum, and we expect our Champagnes, G.H. Mumm and Perrier-Jouët, to be the toast of choice for festive parties this year.”

Keep ReadingShow less
Carlsberg Christmas jumpers

Carlsberg unveils limited edition Christmas jumpers in unique ‘knit reveal’ campaign

Carlsberg have revealed their new, limited edition Christmas jumpers – in a Home knit and Away knit.

This social-first campaign puts a twist on the traditional football kit launch with a world-first ‘knit launch’ as the country gears up for Christmas. These special jumpers feature the iconic Carlsberg logo and hop leaf as the ‘club badge’ for a fabulous celebration of the brand’s strong links to football, as well as of all things festive.

Keep ReadingShow less
Boost Energy Drinks Can

Boost Drinks unveils 500ml cans in Energy range

Boost Drinks has announced the exciting introduction of 500ml cans to its Energy range launching in Original, Sugar Free Original and Red Berry varieties at just £1.

Leveraging its standing as the third largest brand in Energy Stimulation, Boost expands on its hugely successful 250ml energy range with the new, larger 500ml cans. 500ml is the largest energy drinks size and is worth a huge £745m - enjoying 13 per cent YoY growth, offering even bigger profits for retailers.

Keep ReadingShow less
Troye Sivan

Smirnoff announces new global partnership with Troye Sivan

Smirnoff brings in Troye Sivan as ‘Chief Vibes Officer’ in new global campaign

Leading vodka brand Smirnoff has announced the appointment of Grammy-nominated global star Troye Sivan as its new Chief Vibes OFFicer (CVO), marking the start of a new multi-year partnership with the Australian singer-songwriter.

One of the most celebrated artists in popular culture today, Sivan has just completed the much anticipated ‘Sweat’ tour alongside friend, artist and frequent collaborator Charli XCX, and is about to embark on the Australia and New Zealand leg of his global solo tour, following the release of his hit 2023 album, ‘Something to Give Each Other’.

Keep ReadingShow less