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Alternative formats with Rob Malin CEO of When in Rome

This show was published 18 February 2022


Rob established the business 4 years ago, with partners located in Milan, Italy. Their USP is that they don't sell anything in single use glass bottles, they sell all of the wines in alt formats. The three main formats are bag-in-box, aluminium cans and paper bottle (cardboard outer and inner plastic film) and they do have a 4th format which is a flat PET bottle made from 100% recycled plastic which is 100% recyclable.

Their main market is UK retail but also export to Finland and Canada. All of the wines are Italian and are fairly well known wine styles.

Rob tells us how the company came about and explains the philosophy that's developed around the packaging formats. He takes us through the environmental aspects of the containers and their recyclability.


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The music used for the UK Wine Show is Griffes de Jingle 1 by Marcel de la Jartèle and Silence by Etoile Noire.

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