Gloucestershire’s When in Rome sustainable wine company hits funding target of £400,000

When in Rome
The Gloucestershire headquartered sustainable boxed wine business, When in Rome has hit it’s £400,000 funding target, attracting more than  180 investors.
The craft wine specialists decided to create a crowdcube funding page to help build on the momentum behind the brand, choosing to invest in new product development such as paper bottles, hiring new key people, upscaling their marketing efforts as well as expanding distribution. 

Co-founded in 2015 by Rob Malin, Andrea Marchesi and Lorenzo Canali, the trio aimed to bring Italian wine to the world in the most sustainable way possible – using eco-friendly formats that have emerged recently, such as bag-in-box and cans.

When in Rome rocketed into the UK mainstream market in 2017, launching in Waitrose before expanding into Finland and Canada in 2018 and 2019.

Having increased revenue from £379,000 in 2019 to £654,000 in 2020, When in Rome launched a new line of boxed wines alongside TV Presenter Philip Schofield, launched exclusively in Waitrose stores and Waitrose Cellar. 

When in Rome was the first wine brand in the UK to go public with its climate footprint with the help of sustainability experts, Carbon Cloud

The team found that their bag-in-box wine created 41 per cent less carbon compared to a traditional glass bottled wine, with 39 per cent of the wine industry’s CO2 emissions globally are caused by single use glass bottles.

Rob Malin, CEO of When in Rome, said: “We’re so pleased to have reached our target of £400,000. We wanted to give everyone the opportunity to own a little piece of When in Rome and join us on our mission to become the leading premium alt wine brand globally and achieve revenue of £20m by 2025. This extra investment will help us work towards ensuring that our product is the most sustainable out there.”