Making boxed wine premium: How one brand is looking to change Brits’ perceptions

Ask the average Brit what they think of boxed wine, and there’s a good chance they’ll look at you as if you’ve asked them to lick the floor.
Yet Rob Malin is convinced UK consumers are on the cusp of changing their minds. He is one of the co-founders of When In Rome wine, which prides itself on selling “premium craft wine” from independent Italian producers. Each journey starts in Verona when around 1,800 boxes – equivalent to around 12,000 bottles of wine &nd