North South Wines has acquired Italian wine brand When in Rome in a move which strengthens the UK distributor’s push into sustainable and alternative wine formats.
The deal brings together two B Corp-certified businesses and marks a strategic move by North South Wines to expand its presence in non-traditional formats.
With sustainability at its core, When in Rome has built a reputation as one of the UK’s most progressive wine brands. Its range spans cans, bag-in-box and paper bottles – formats that typically generate significantly lower carbon emissions than single-use glass. The wines are sourced directly from independent Italian producers, with the carbon footprint of each product published on the product itself and online.
North South Wines will use its distribution network and industry expertise to scale the brand, while keeping the existing When in Rome team closely involved to ensure continuity and maintain the brand’s ethos.
North South Wines MD Kim Wilson said the acquisition was a strong strategic fit.
“We are thrilled to welcome When in Rome into the North South Wines family. Their innovative approach and dedication to sustainability align perfectly with our own ethos,” she said.
“Together, we look forward to expanding the reach of When in Rome and continuing to challenge the status quo in the wine industry.”
When in Rome founder Rob Malin added that the brand had found the right long-term home at a time when conditions are increasingly challenging for smaller wine businesses.
“North South has stepped up with an exciting route forward for the brand we’re so proud to have created,” he said.
The acquisition also reinforces North South Wines’ broader sustainability strategy. The distributor became the first UK wine distributor to achieve B Corp certification in 2023 and has continued to invest in alternative packaging, ethical sourcing and environmental standards, including gaining ISO 14001:2015 certification in late 2025.
North South Wines said customers can expect wider distribution of When in Rome, increased marketing support and further innovation in sustainable formats, alongside continued partnerships with artisanal Italian producers.
Dining and Cooking