When in Rome | B Corp™
When in Rome is a UK-based B Corp that sells premium Italian craft wines (Pecorino, Pinot Grigio, Primitivo, Rosato) in low-carbon paper bottles and aluminum cans via a Shopify D2C site and listings at Waitrose, Asda, Ocado and Sainsbury's, targeting environmentally conscious UK consumers.
- Company typePrivate
- Founded2016
- HeadquartersChalford, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What When in Rome | B Corp™ does
When in Rome Wine Ltd. is a UK-based, privately-held wine company (legal entity When in Rome Wine Ltd., HQ at Building 144, Bicester Motion, Old Skimmingdish Lane, Bicester, Oxfordshire) that distributes premium Italian craft wines in alternative, lower-carbon packaging formats. Its two product lines are 75cl paper bottles (six-bottle cases at £75) sourced via Frugalpac, and 187ml aluminum cans (12-can cases at £38), both across Pecorino, Pinot Grigio, Primitivo, and Rosato varietals. The company claims its packaging produces up to ten times less carbon than single-use glass bottles, which it says account for 45% of wine industry emissions, and it has audit-verified carbon figures on every SKU through Carbon Cloud since 2021. It is B Corp certified and publicly targets Net Zero by 2027.
The business operates a hybrid go-to-market combining a direct-to-consumer Shopify storefront (UK mainland delivery, free over £45) with wholesale listings at Waitrose, Asda, Ocado, and Sainsbury's. Distribution is augmented by sales into festivals, sports stadiums, and travel hotspots. The company was co-founded by Rob Malin, Andrea Marchesi (PhD in wine), and Lorenzo Canali, and is funded primarily through Crowdcube community rounds supplemented by Midlands Engine Investment Fund/Midven and Future Planet Capital, with cumulative disclosed funding of roughly $2.04M across 2021–2025. There is no disclosed revenue, no disclosed institutional VC round, no M&A activity, and no geographic footprint outside the United Kingdom, with explicit shipping exclusions for Northern Ireland, the Scottish Highlands and Islands, the Isle of Man, Jersey, and Guernsey.
When in Rome | B Corp™ firmographics
Firmographics- Name
- When in Rome | B Corp™
- Legal name
- When in Rome Wine Ltd.
- Website
- https://wheninromewine.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- When in Rome is a UK-based B Corp that sells premium Italian craft wines (Pecorino, Pinot Grigio, Primitivo, Rosato) in low-carbon paper bottles and aluminum cans via a Shopify D2C site and listings at Waitrose, Asda, Ocado and Sainsbury's, targeting environmentally conscious UK consumers.
- Ownership category
- akta.pro rank
When in Rome | B Corp™ industry classification
Industry- Product category
- Sustainable Wine (alt-format packaging)
- NAICS
- Wineries (312130), Beer, Wine, and Liquor Retailers (44532), Beer, Wine, and Distilled Alcoholic Beverage Merchant Wholesalers (4248)
- SIC
- Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Wine & Sparkling Wine Wineries & Brands (CRADAIAB)
- akta.pro secondary industry
- Wine Shops (Off-Premise) (CRANAAAB)
Keywords
Where When in Rome | B Corp™ is headquartered
LocationHeadquarters
- HQ city
- Chalford
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
When in Rome | B Corp™ business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Direct-to-Consumer Online Wine Sales: The company sells wine cases directly to consumers through their e-commerce website, offering canned wine (12 x 187ml cans at £38 per case) and paper bottle cases (6 x 750ml at £75 per case) with UK mainland delivery for £5.95 or free over £45.
- Wholesale/Retail Distribution: When in Rome supplies wine to major UK supermarket chains including Waitrose, Asda, Ocado, and Sainsbury's, generating revenue through wholesale orders to retailers who then sell to end consumers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Canned Wine Case - 12 x 187ml cans |
| Unit Pricing | Pay-as-you-go | Paper Bottle Case - 6 x 750ml bottles |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels3 records
When in Rome | B Corp™ product offering
Product offeringCore offering
When in Rome sells premium Italian craft wines repackaged in eco-friendly alternative formats — paper bottles (6 x 750ml cases) and aluminum cans (12 x 187ml cases) — across Pecorino, Pinot Grigio, Primitivo, and Rosato varieties. The company distributes these wines direct-to-consumer via its own Shopify storefront (with UK mainland delivery, £5.95 standard or free over £45) and through wholesale listings with Waitrose, Asda, Ocado, and Sainsbury's. Each product carries a Carbon Cloud-verified carbon footprint label and is positioned as producing up to 10x less carbon than equivalent single-use glass packaging.
Product overview
When in Rome is the UK's leading alternative-format wine producer, offering premium Italian craft wines in eco-friendly packaging. The company operates two core product lines: Paper Bottles (6 x 750ml) and Canned Wine (12 x 187ml). Both product lines feature the same Italian wine varieties—Pecorino, Pinot Grigio, Primitivo, and Rosato—packaged in sustainable formats that produce up to ten times less carbon than single-use glass bottles. The company sources from independent Italian producers and is B Corp certified.
Differentiator
Problem solved
Functional benefit
Products and services
- Paper Bottle Italian Wine Cases Premium Italian craft wines packaged in Frugalpac eco-friendly paper bottles (6 x 750ml cases), producing up to ten times less carbon than single-use glass bottles. Available in Pecorino, Pinot Grigio, Primitivo, and Rosato varieties, aimed at environmentally conscious UK wine consumers. Priced at £75 per case.
- Canned Italian Wine Cases Premium Italian wines packaged in 187ml aluminum cans (12 x 187ml cases). Portable, single-serve, and eco-friendly alternative to glass bottles, targeted at outdoor, festival, picnic, and travel occasions. Available in Pecorino, Pinot Grigio, Primitivo, and Rosato varieties. Priced at £38 per case.
Quantifiable outcome
- Alternative packaging produces up to ten times less carbon than single-use glass bottles
- +1 more outcomes
Companies that use When in Rome | B Corp™
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
When in Rome | B Corp™ technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
When in Rome | B Corp™ partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and major.
- Carbon CloudcoreSince 2021, every product has been measured and audited for its carbon footprint by Carbon Cloud. The carbon number is printed on packaging so consumers can make informed choices. The company uses this data to cut emissions at the source.
- B CorpcoreWhen in Rome achieved official B Corp certification, demonstrating they meet super high standards for social and environmental responsibility. This certification validates the company's commitment to doing business in a way that is good for people and the planet.
- FrugalpaccoreFrugalpac provides the paper wine bottle technology used by When in Rome. These paper bottles are lighter than glass, have a lower carbon footprint, and represent the first paper wine bottle listed in a UK supermarket.
- WaitrosecoreWaitrose was the company's first major retail listing partner, bringing premium boxed wine to the UK before anyone else. When in Rome stocks both canned wines and paper bottles with Waitrose.
- OcadomajorOcado is an online retail partner where When in Rome canned wines and paper bottles are available for home delivery.
- AsdamajorAsda is a major UK supermarket chain distributing When in Rome canned wines and paper bottles nationwide in stores and online.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
When in Rome | B Corp™ competitors and assessment
Company assessmentDirect peers
- Garçon Wines: UK-based alt-format wine producer best known for flat, recyclable plastic-free wine bottles. Directly comparable as a UK challenger brand using non-glass packaging to address wine industry sustainability — same customer (eco-conscious UK wine drinkers), same channels (retail and on-trade).
- The Canned Wine Co. Pioneer UK canned wine brand offering premium wines in 187ml and 250ml cans. Directly comparable in canned format, UK retail and D2C distribution, and sustainability-led positioning aimed at younger, environmentally conscious wine drinkers.
- Naked Wines: UK online wine retailer connecting consumers directly with independent winemakers via subscription and one-off purchase. Comparable as a UK D2C-first wine brand targeting quality-seeking consumers with an alternative sourcing and distribution model.
- Mira Wines: US/UK-founded premium canned wine brand focused on low-intervention, sustainable canned wines. Comparable as a smaller alt-format wine brand targeting eco-conscious consumers via DTC and retail, with similar sustainability-led positioning.
Broad incumbents
- Laithwaites: One of the UK's largest specialist wine retailers with both online and shop-based distribution. Comparable as a UK multi-channel wine seller, though far broader in assortment, scale, and traditional glass-led packaging rather than alt-format.
- Majestic Wine: Major UK high-street and online wine retailer owned by Fortress. Comparable as a UK multi-channel wine distributor serving retail and trade customers, but operates at significantly larger scale with a traditional bottle-led range.
- Accolade Wines: One of the world's largest wine producers (Hardys, Banrock Station, Echo Falls) with growing presence in canned and sustainable formats. Comparable as a large-scale wine brand that competes in UK grocery and is investing in alt-format packaging to address the same sustainability trend.
Others
- Frugalpac: UK-based manufacturer of the Frugalpac paper bottle technology used by When in Rome. Connected as the company's core packaging technology partner and supplier rather than a competitor, but central to its differentiated product proposition.
Regional players
- Hay Wines: UK wine merchant with on-trade and retail focus, similar UK-based wine distribution model. Comparable as a UK independent wine specialist, though more traditional glass-bottle-led and oriented toward restaurants and trade rather than alt-format consumer.
Emerging players
- Bag-in-Box Wine / BIB Brands: UK bag-in-box wine specialists offering reduced-carbon alternative packaging. Comparable as a UK alt-format wine player addressing the same sustainability gap as When in Rome, but using boxed rather than paper-bottle or canned formats.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
When in Rome | B Corp™ social profiles
Digital presenceWhen in Rome | B Corp™ compliance and trust
Trust signalCompliance1 record
When in Rome | B Corp™ financial estimates
Financial estimateRevenue estimate
Valuation estimate
When in Rome | B Corp™ leadership team
Management profileNumber of profiles
Profiles3 records
When in Rome | B Corp™ funding detail
Funding detailFunding overview
Funding rounds5 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
When in Rome | B Corp™ M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about When in Rome | B Corp™
What does When in Rome | B Corp™ do?
When in Rome sells premium Italian craft wines repackaged in eco-friendly alternative formats — paper bottles (6 x 750ml cases) and aluminum cans (12 x 187ml cases) — across Pecorino, Pinot Grigio, Primitivo, and Rosato varieties. The company distributes these wines direct-to-consumer via its own Shopify storefront (with UK mainland delivery, £5.95 standard or free over £45) and through wholesale listings with Waitrose, Asda, Ocado, and Sainsbury's. Each product carries a Carbon Cloud-verified carbon footprint label and is positioned as producing up to 10x less carbon than equivalent single-use glass packaging.
Is When in Rome | B Corp™ a public or private company?
When in Rome | B Corp™ is a private company. It is classified as venture growth investor backed and is currently operating.
When was When in Rome | B Corp™ founded?
When in Rome | B Corp™ was founded in 2016. It employs 1 to 10 people.
Where is When in Rome | B Corp™ based?
When in Rome | B Corp™ is headquartered in Chalford, United Kingdom, in the Europe region.
How does When in Rome | B Corp™ make money?
Two revenue lines are on record. Direct-to-Consumer Online Wine Sales are the primary driver. The others are wholesale/Retail Distribution.
Who are When in Rome | B Corp™'s main competitors?
Direct peers on record are Garçon Wines, The Canned Wine Co., Naked Wines and Mira Wines. Broad incumbents are Laithwaites, Majestic Wine and Accolade Wines. Frugalpac is listed as an others. Hay Wines is listed as a regional player. Bag-in-Box Wine / BIB Brands is listed as an emerging player.
Does When in Rome | B Corp™ have an API?
No public API is recorded for When in Rome | B Corp™.
What industry is When in Rome | B Corp™ in?
When in Rome | B Corp™'s product category is Sustainable Wine (alt-format packaging). Its primary akta.pro industry code is CRADAIAB, Wine & Sparkling Wine Wineries & Brands, with a secondary code of CRANAAAB, Wine Shops (Off-Premise). Its NAICS code is 312130 and its SIC code is 2080.