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

North South Wines, the UK-based wine distributor and importer, has announced the acquisition of When in Rome, a British brand specialising in premium craft wine in alternative packaging.

Founded in 2015, When in Rome focuses on formats such as bag-in-box, cans, and paper bottles, aiming to reduce the carbon footprint of wine distribution. The brand reported a turnover of approximately £700,000 ($890,000) in 2023 and has established a retail presence in major UK supermarkets including Waitrose and Ocado. The acquisition is intended to strengthen North South Wines’ position in the ‘alt-format’ category, which is seeing increased demand due to environmental concerns.

Kim Wilson, managing director of North South Wines, commented: “We are delighted to welcome When in Rome into our portfolio. This acquisition is a pivotal step in our strategy to lead the way in sustainable wine distribution. When in Rome’s commitment to quality and innovation in alternative formats perfectly complements our mission”.

The deal follows North South Wines’ ongoing expansion of its ethical brand portfolio, having previously secured distribution rights for several organic and carbon-neutral labels.

Source: Food & Drink Technology