075 | Rob Malin | Building a Planet-Friendly Wine Brand through New Consumption Occasions | When in Rome

The MAFFEO DRINKS Podcast is a leading drinks business podcast, listened to in 120 countries worldwide with 125+ episodes. Honest conversations about how the industry actually works, from the bar and what it means for the boardroom.This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.In episode 75, we delve into the unique journey of 'When in Rome' wine with its founder, Rob Malin. We discover how challenging traditional wine packaging led to innovations like bag-in-box and paper bottles, driven by the brand's environmental commitments. Rob shares insights on the complexities of entering the UK market, the impact of bottom-up and top-down strategies, and the importance of local versus national listings. We talk about the crucial role of premium retailers like Waitrose in their growth, the financial hurdles faced by new brands, and the potential of cross-category competition in alcoholic beverages. Time Stamps 00:00 Introduction to the Maffeo Drinks Podcast 01:04 Welcoming Rob Malin: Founder of When in Rome Wine 02:09 Exploring the Wine and Spirits Industry 03:57 The Rise of Canned Alcoholic Drinks 07:37 The Story Behind When in Rome Wine 13:05 Challenges and Strategies in the UK Market 17:32 Innovative Packaging and Environmental Impact 26:56 Building a Brand in Supermarkets 28:16 The Importance of Rate of Sale and Distribution 41:19 Conclusion and Final Thoughts About The Guest: Rob Malin About The Host: Chris Maffeo Wanna know what the conversation above means for your team? It's in the paid section.For €100 a year you get access to Maffeo Confidential (Private Podcast) and get this analysis and access to the full archive of 125 episodes, each one translated from industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com