Sustainable wine company When in Rome Wine and wine enthusiast and TV presenter Phillip Schofield are proudly launching the world's first celebrity endorsed wine in Garçon Wines flat bottles. These sustainable bottles, made from 100% recycled PET plastic, will be offered for exclusive online distribution at www.wheninromewine.com and Amazon.

Wine critic and sustainability champion Phillip Schofield's hugely popular Italian organic Nero di Troia wine is usually offered in a 2.25 litre bag-in-box. Nero di Troia, referred to as Puglia's secret wine gem by wine expert and Master of Wine Rose Murray Brown, is believed to have arrived in southern Italy with Greek colonists in ancient times. Now, When in Rome and Schofield will be offering his first 75cl bottle of this wonderful wine to UK consumers, priced at £9.99, by collaborating with multi award-winning sustainable wine packaging company Garçon Wines to utilise their innovative bottle format.

When in Rome and Phillip Schofield have been working together since the start of 2020, with a shared vision to bring premium quality wine to consumers in sustainable alternative formats that provide greener, better value, and more convenient options to single-use glass bottles. This is vitally important as numerous studies show glass bottles to be the single largest contributor to the carbon footprint of wine. Adding a 100% recycled PET, flat bottle option to their hugely popular bag-in-box product range provides wine lovers even more accessible ways to enjoy wine sustainably. The innovative improvement in shape and use of lightweight, recycled material mean Garçon Wines' flat bottle is ideal for e-commerce and more eco-friendly, with a reduced carbon footprint.  

Phillip Schofield said of the collaboration: “My mission is to bring premium wines to market that provide wine lovers with more sustainable options when purchasing, without compromising on quality. I worked very closely with When in Rome and Garçon Wines to deliver this concept to market and bring more choice to consumers when they shop. I'm really proud of how my range is developing and how, with When in Rome we can continue to champion sustainability within this category and evolve and strengthen alternative format packaging.” 

Rob Malin, CEO of When in Rome Wine: “When in Rome are delighted to be launching such an important product and category shifter with Phillip as he helps us build awareness of the growing sustainable alternative format packaging options for wine. We are proud of the category and the gains this industry has made this year as bag-in-box continues to soar in popularity. We hope a 75cl bottle option will allow more people to join the party, with further choice, when it comes to drinking more sustainably.”

Amelia Dales, Commercial Director of Garçon Wines said: “The expansion of When in Rome and Phillip Schofield's much-loved range to include our eco, flat wine bottles shows important and motivating progress in the sustainable wine packaging movement. Through shape innovation, best in-class material, and being designed for recycling, our innovation allows consumers to access their favourite wines in a more eco-friendly, efficient, and effective wine bottle. When in Rome and Phillip Schofield have been vocal champions of eco-friendly wine packaging so it has been an honour to join forces to bring our sustainable, flat format to this range. We are confident that our packaging offers the greatest sustainability benefits of any wine bottle format. With Phillip's fantastic wine and far-reaching audience, this launch will allow more consumers to be aware of the impact of wine packaging and to make sustainable choices that are kinder to our planet.”

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press@garconwines.com / +44 (0)330 2234 123

About Garçon Wines

Garçon Wines are the multi award-winning British start-up that exists to make the wine industry more sustainable in a 21st century world, through innovating in wine packaging, starting with bottles which are the single largest contributor to wine's carbon footprint. They are the inventors of planet-friendly bottles that are uniquely flat to save space and made entirely from recycled PET, pre-existing not single-use plastic, to save weight and energy. These shatterproof, IP-protected bottles are an advancement that is respectful of the wine industry's heritage and a packaging industry benchmark of shape innovation, best-in-class material and recyclability by design.  www.garconwines.com  I  LinkedIn  I  Twitter  I  Facebook  I  Instagram  I  YouTube

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