Since investing in When in Rome, the company has been growing from strength to strength. It has now launched its Pinot Grigio and Pecorino 187ml cans in the British Airways High Life cafe. This introduction has driven a 6% uplift in like-for-like wine sales just 6 weeks into the listing. British Airways is so impressed with the performance of the brand that, from March 2024, they will launch three more 187ml cans onto their European flight network - Pecorino, Rosato and Sekko.
As the only wine brand in the UK that fully discloses the climate impact of its products online and on the consumer packaging, the carbon saving of buying When in Rome's wines in low carbon packaging formats (Cans, Paper bottles and BiBs) on the ground are well documented and understood. However, when used by airlines, the carbon saving vs single use glass bottles is far greater: for example, buying a WiR paper bottle in a UK supermarket saves around 300g of CO2 compared to a glass bottle, yet this saving rises to 2.6kg on a long haul flight.
This early commercial success with British Airways, combined with the significant potential carbon savings, form the basis of When in Rome's strategy to significantly expand its presence in travel retail.