When in Rome crowdfunds once again to fund ‘pioneering’ wine tech

Sustainable wine startup When in Rome has returned to the crowd as it looks to fund a lower alcohol range and deploy “pioneering” climate technology on its vineyards.

The business is currenty overfunding having hit a £200k target, with almost £300k raised so far. It is the company’s third crowdfunding round, having previously raised almost £900k.

The company sells wines in bags, cans and paper bottles to eliminate the hefty environmental cost of glass bottles and is stocked by most major UK supermarkets, including Waitrose and Sainsbury’s

It wants to use the cash to fund innovation, including the launch of a new, lower alcohol product range, as well as cutting its environmental impact further by deploying new techniques such as rock weathering and biochar at its Italian vineyards.

When in Rome also plans to scale distribution after recently signing a “game-changing” US distribution deal with LWX to provide access to retailers such as Target and 7-Eleven.

“The US wine market is worth over $100bn annually and sustainability remains a top priority for both retailers and consumers,” said founder Rob Malin.

“This partnership with LWX is a massive step forward for our brand, ensuring we can bring our innovative, eco-friendly wines to the US in a way that aligns with our values.”

Malin added the deal would also allow When in Rome to enter the US market in the most sustainable way, leveraging a flexible licensing agreement that enables the import of finished products and local production to minimise tariff risk and reduce environmental impact.

But the company’s desire to raise funds quickly to take advantage of the opportunity meant it is offering up shares at a discounted rate, with the company valued at £4m, down from £7m in in 2023.

This was also a reflection of a softer market and the company’s decision to boost margin at the expense of growth last year, Malin said.

Wine sellers to the US could soon be in for a tricky time after Donald Trump threatened a 200% tariff on wine and champagne from the EU in retaliation for a “nasty” 50% levy on American bourbon.

When in Rome transports its wine in bulk before packaging it closer to home, a move it claims cuts emissions by 10% or more compared with alternative wines.