North South Wines acquires When in Rome to anchor alternative format strategy

In a move that consolidates two of the UK wine industry’s prominent B Corp entities, North South Wines has announced the acquisition of the sustainable wine brand When in Rome.

The deal marks a significant expansion of North South’s portfolio, specifically targeting the high-growth “alternative format” sector as the trade faces increasing pressure to reduce carbon footprints across the supply chain.

Founded on a mission to bring premium Italian wines to the UK market in eco-friendly packaging, When in Rome has established itself as a pioneer in non-glass solutions.

The brand’s portfolio, which includes canned wines, bag-in-box, and the Frugalpac paper bottle, has been instrumental in shifting trade and consumer perceptions regarding the quality potential of alternative vessels. By sourcing directly from independent Italian producers, the brand has successfully bridged the gap between artisanal winemaking and modern sustainable logistics.

Kim Wilson, managing director of North South Wines, stated that the acquisition is a natural progression for the distributor, noting that When in Rome’s innovative approach and dedication to sustainability align perfectly with North South’s own corporate ethos.

This sentiment was echoed by When in Rome Founder Rob Malin, who acknowledged the current economic headwinds facing smaller independent players in the wine sector. Malin noted that while some shareholders might have anticipated a different trajectory, North South Wines provides the brand with the scale and “route forward” necessary to thrive in a challenging market.

The acquisition is particularly timely for drink professionals observing the broader industry shift toward carbon reduction and logistical efficiency. Alternative formats offer significant advantages in terms of weight reduction and shipping costs, areas where North South Wines now gains a deeper competitive edge. To ensure brand continuity, the existing When in Rome team will remain closely involved in the development of the brand under its new ownership, maintaining the relationships with Italian growers that define the product range.

As the trade looks toward 2026, this integration signals a maturing of the sustainable wine category, moving from niche startup innovation to established, distributed scale. North South Wines plans to leverage its robust distribution network to expand the brand’s presence across retail and off-trade channels, further cementing the role of paper bottles and bag-in-box formats in the premium market segment.