Changing the way people drink wine here in the UK is an exciting challenge and one that we accept wholeheartedly. If you’re a like-minded soul who shares our passion for great Italian craft wine that defies taste expectations – and want to keep track of the boxed wine revolution via – you can also sign up to receive our monthly news round-ups.

You can also stay in touch via our Facebook page and Twitter feed.

UPCOMING EVENTS – Come and say hello and enjoy a tipple with us at:

Cheltenham Wine Festival – 7th April, Saturday
Brighton Wine Festival – 15th April, Sunday
Festival of Wine, Glasgow – 2nd June, Saturday
Oxford Wine Festival – 7th & 8th Sept, Friday & Saturday
Festival of Wine, London – 13th October, Saturday
Festival of Wine, Edinburgh – 3rd November, Saturday

Making history in Waitrose

For the first time ever, Waitrose stores across the UK have included box wine (from When in Rome, of course) as part of their front of store promotion between Valentine’s Day and Wednesday 28th February.

Yes, our Falanghina and Nero d’Avola are currently available to buy as part of the high street supermarket’s infamous end of aisle promotions – with a special offer that sees them both reduced by 25% from £25.99 to £19.49.

Box wine is here to stay

‘This is fantastic proof that the British public are ready to drop their existing prejudices of box wine and embrace the box wine revolution, ‘ says Rob Malin, When in Rome’s co-founder.

‘We’re delighted to have Waitrose’s support, helping us to bring great tasting craft wine from small Italian producers to the end aisles of their stores and into their customer’s trolleys.

‘Right now, we’re totally bowled over by the increase in take-up of the humble box by Waitrose customers across the UK’.

Want to enjoy 25% off our Falanghina and Nero d’Avola? Head to your nearest Waitrose store or visit Offer runs until next Wednesday 28th February or while stocks last.

Why we love St. Valentine (plus our Valentine’s Offer)

Who was St Valentine of Rome? 

Thumb through the history books and Saint Valentine of Rome remains an elusive character with a hodgepodge of different stories and characters associated with his name.

Our favourite yarn casts him as a young temple priest, who went against the Roman Emperor Claudius II back in the 200’s. Helping loved-up young couples to get married in secret.

Claudius was a true barbarian – in all senses of the word – who believed that married menfolk with broods made below par centurions and banned the poor fellows from getting married accordingly.

But Valentine, a hopeless romantic, continued to perform secret weddings for smitten young duos. Until one day, when Claudius got wind of his clandestine ceremonies and had Valentine arrested, jailed and finally beheaded on 14th February.

According to legend, Valentine’s final message was a note to his jailer’s daughter – who he’d struck up a friendship with – and he signed it simply: ‘From Your Valentine’.

Poor Valentine. We love a good rebel, especially a good ‘love’ rebel.

So, this February 14th, let’s raise a toast and remember the young temple priest who kick-started a romantic revolution 1,800 years that’s still going strong… here’s to you Saint Valentine of Rome.


Valentine’s Offer – Buy a box of Dolcetto and Pinot Grigio for £46 

Alongside romantic love, St Valentine is also the patron of beekeeping – and as Dolcetto means ‘little sweet one’ we’d like to offer you a box of our beautiful Dolcetto, plus a box of our Pinot Grigio for only £46 including delivery.

Just add the two boxes to your basket and the discount and free delivery will be added to your cart automatically.

Drink Less, But Better

A recent figure (shared by Public Health England at a parliamentary debate) highlighted how one third of all the alcohol sold in England is drunk by just four per cent of the population. Their tipple of choice being mainly cheap, high strength drinks such as cider sold in large plastic bottles. Like the ‘White Lightning’ many of us grimly remember drinking as teenagers in the local park. For most, it’s a ‘phase’ to look back on with embarrassment – but for others it continues until their (probably premature) end.

Yep, that’s how serious a problem it is.

At When in Rome, we welcome the idea of a minimum unit price for alcohol across the UK, but we really wish it wasn’t necessary. On a scale from alcoholism to absenteeism, we’re keen to see people bang in the middle: enjoying great wine – or any other high quality drink, one glass at a time – whether poured from a tap or not, though preferably a tap, and better still, one sticking out of a When in Rome box.

Enjoy our wine as the Italians do

We really want you to enjoy our wine as the Italians do. The Italians don’t have a word for hangover – they use the English word, and they only started to use it after Todd Phillips’ 2009 (admittedly brilliant) film of the same name.

People love our high quality box wine. We hear all the time that it’s perfect for parties, picnics. Many people don’t really care that the tap keeps the wine fresh for up to six weeks after opening as it never lasts that long.

One glass at a time

That’s great, but equally a 2.25L box contains 18 small glasses of beautiful craft wine. We simply love the thought of it being enjoyed one sip at a time, from a small glass, with dinner. That’s drinking wine as the Italians do – and it’s why we’re called When in Rome.

Just as Willy Wonka sold candy, but hated gluttony, we are a wine company that wants you to drink less, but better, and we hope our boxes can help.

Vegan Merlot will improve your sex life*

Personally, I think Veganuary makes a lot more sense than Dry January. The former is a great way to discover how delicious a Vegan diet can be, and even if you then revert to eating dairy and meat, perhaps you’ll eat a little less, or a little better. The latter, on the other hand, is a temporary fix for the excessive drinking that accompanies all too many occasions. I think people should also drink a little less, but a little better. All year round. But I would say that, because I run a premium box wine company.

Just in time for Veganuary, our Merlot, made by the Passarini family near Verona, has been properly certified as a vegan wine. It’s always been vegan, we just had to near nag them to death until they applied for certification. But why is it vegan?

All of our wine producers use “fining agents”, so the wines taste smoother and don’t look cloudy in your glass. Increasingly, wine makers like the Passarini family use clay- and vegetable-based fining agents, though many still continue to prefer those made from milk, egg or gelatine. It’s a personal choice, generally not driven by the debate around veganism but rather the desire to make the best quality wine in the best possible way.

The problem for vegan, or vegetarian, consumers is that there’s no proper system in place to help you figure out what’s vegan and what’s not. Many of our wines are vegan, though so far only the Merlot is properly certified. It’s made near Verona, setting for Romeo and Juliet and surely Italy’s most romantic city. It’s also a delicious Merlot with a light, herbaceous taste. Perhaps Vegan Merlot will improve your sex life?

*Or so this blog post from Bite Size Vegan says, or almost says. Actually, it doesn’t mention vegan wine at all, but it is a good blog. And it does say going vegan will improve your sex life. It’s quite hard to argue with, and flies in the face of the stereotypical virtuous vegan bore, which is generally a myth.