UK distributor North South Wines has acquired the When in Rome wine brand for an undisclosed sum.
Founded in 2015 to bring quality Italian wines to the UK in lower‑impact packaging, When in Rome has carved out a niche with cans, bag‑in‑box and paper bottles, working directly with independent Italian producers and publishing the carbon footprint of each product on‑pack and online.
North South Wines described the brand as a “trailblazer” in alternative packaging and said the acquisition strengthens its strategy to grow in non‑traditional formats.
When in Rome’s portfolio spans Italian reds such as Primitivo and whites including Pecorino and Pinot Grigio. North South Wines plans to broaden the range through fresh collaborations with artisanal producers, continued innovation in sustainable packaging, and wider distribution with increased marketing support.
North South Wines said the move is a “significant step forward” in expanding its range of sustainable and alternative wine formats, adding that it will use its network and industry expertise to scale the brand through wider distribution and increased marketing support.
The acquisition underscores growing commercial interest in packaging that reduces glass usage and logistics emissions, with When in Rome among several brands adopting Frugalpac’s paper bottle and other lightweight formats. North South Wines, which became the first UK wine distributor to achieve B Corp certification in 2023, has continued to invest in environmental standards, and said the When in Rome deal fits its broader sustainability strategy.
