Leading alt-format wine brand When in Rome is set to launch its range of recycled paper wine bottles into Sainsbury's during Q1 2023.
The Anglo-Italian wine brand, When in Rome has signed its largest UK listing to date with Sainsbury's, launching two paper bottle SKUs into 450 stores this quarter.
Featuring a deep, bold Primitivo produced by Cantina Sociale Cantolio, a cooperative of 700 winemakers in Puglia, and a crisp, fresh Pecorino produced by artisan winemaker Manuel Casimirri in Abruzzo, each will be sold in the world’s first recycled paper wine bottle.
Commenting on the launch by When in Rome- Founder
“It’s incredibly exciting to bring When in Rome’s message of quality, value, and sustainability to the British public via the UK’s second-largest supermarket chain. The launch of our paper bottle range in Sainsbury’s marks a step change in the physical availability of our brand. We believe our range of craft wines, plus our commitment to climate transparency will strongly resonate with their customers”.
Malcolm Waugh, CEO of British sustainable packaging company Frugalpac, who makes the paper Frugal Bottle, added:
“We’re thrilled that When In Rome will become the first wine brand to stock our paper bottle in a UK supermarket. Sainsbury’s has been a real trailblazer in promoting sustainable packaging and we’re delighted that they and When In Rome will be offering these delicious wines in the world’s first and only commercially available paper bottle.”
