Robert Malin is the CEO of When in Rome, the UK’s only 100% box wine company. The company’s mission is to reduce single-use wine bottles by replacing them with boxes, which are lighter to transport and, most importantly, recyclable.
“The wine box is a much greener method of importing craft wines. Our mission is to smash people’s perception of box wine, start a box wine revolution in the UK and encourage people to drink less, but better wine”, says Malin.
The wines have achieved immense success in the UK, with a national listing in 230 Waitrose stores for four wines, as well as three more becoming the first wine boxes ever to be stocked in Harvey Nichols. When in Rome have also launched the UK’s first and only box wine subscription service, and have a national brand partnership with Ecotricity, the UK’s largest green energy provider, gifting vegan-friendly wine in eco-friendly boxes to new customers.
“When in Rome is very likely the only box wine company to box all our wines at the vineyards and certainly the only one to sell all of our wines in our sister stores in Milan prior to export, to be sure of quality, suitability and authenticity. In short, as a rank outsider, thanks to hard work and a lot of good will from the industry, I believe I’ve built a completely new and unique business model”.
“Rob came from outside the trade and has been a breath of fresh air, showing a commitment to alternative packaging that is vital”, judges said. “He has a clear message and allows nothing to get in the way – hungry, brave, and potentially game-changing”.
The winner of the Julian Brind Memorial Trophy for Outstanding Achievement in the Wine Industry will be announced at the IWSC Awards Banquet on 14 November.