UK wine distributor North South Wines has acquired the local canned-wine brand When in Rome for an undisclosed sum.
When in Rome sells a range of Italian wines in the UK in what it says are “low-carbon packaging formats” such as cans, bag-in-box and paper bottles.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
In a statement, North South Wines said the deal “marks a significant step forward in our ambition to expand our range of sustainable and alternative wine formats, while continuing to deliver exceptional value and choice to our customers.”
When in Rome’s portfolio, which includes the Italian red wine Primitivo and whites like Pecorino and Pinot Grigio, is sold in UK supermarkets including Waitrose, Sainsbury’s and Asda.
The group’s products are also available through Amazon, WHSmith travel retail, and its own website.
Kim Wilson, managing director of North South Wines, said that When in Rome’s “innovative approach and dedication to sustainability align perfectly with our own ethos”.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataShe added: “Together, we look forward to expanding the reach of When in Rome and continuing to challenge the status quo in the wine industry.”
Set up in 2014, North South distributes wines from over 50 producers in 13 countries worldwide, including Italy, France, Spain, Argentina, South Africa and New Zealand. Its range includes brands such as Giesen, Maison Mirabeau and Grand Vin de Stellenbosch.
Alongside Wilson, the UK wine supplier’s majoirty shareholders are Italian organic winemaker The Wine People, German winery Reh Kendermann and Australian wine group De Bortoli.
Under the distributor’s wing, future plans for When in Rome include an expanded range of products, as well as “continued innovation in sustainable wine packaging”.
North South also intends to support the brand’s future growth with more investment in marketing, as well as greater distribution and continuing partnerships with Italian winemakers.
Following the acquisition, When in Rome’s existing staff will stay “closely involved in the brand’s future development”, North South Wines said.
However, according to LinkedIn, When in Rome co-founder Rob Malin has exited the business.
In the same statement shared by North South Wines, Malin, said: “We recognise that some shareholders may have hoped for a different outcome, but these are challenging times for smaller players in the wine industry and North South has stepped up with an exciting route forward for the brand we’re so proud to have created.”
