When in Rome

When in Rome is a UK-based wine company specializing in Italian craft wines presented in alternative, eco-friendly packaging formats. Founded by Rob Malin, Andrea Marchesi, and Lorenzo Canali, the company was born from a shared realization about the significant carbon footprint associated with traditional single-use glass wine bottles. The trio combined expertise across finance, academic wine science, and wine sourcing to build what has become the UK's leading alt-format wine producer. Their core product range consists of award-winning Italian wines sourced from across Italy, made available in innovative packaging formats including paper bottles and aluminium cans. These alternative formats are positioned as producing up to ten times less carbon than conventional single-use glass bottles, making them a compelling option for environmentally conscious retailers, on-trade buyers, and consumers. The company's mission centers on making wine consumption more sociable, healthful, and lower-impact — drawing inspiration from Italian drinking culture, where wine is frequently enjoyed in more sustainable formats such as boxes and refillable containers. When in Rome targets the growing segment of the market seeking premium wine without the environmental cost typically associated with glass packaging. Their range is rooted in Italian provenance, with co-founder Lorenzo Canali lending deep regional expertise to the curation of wines from Italian vineyards. Andrea Marchesi holds a PhD in wine, underscoring the brand's commitment to quality and credibility within the craft wine space. As a producer and brand owner operating in the UK market, When in Rome works within the intersection of the fine wine and sustainability sectors, appealing to both trade buyers looking for differentiated SKUs and direct-to-consumer audiences interested in lower-carbon choices. Their alt-format credentials make them a relevant supplier for retailers and on-trade operators seeking to reduce Scope 3 emissions in their beverage categories.