Phillip Schofield and When in Rome launch two boxed wines
When in Rome has joined forces with Phillip Schofield to launch two new boxed wines, which will be launched exclusively in Waitrose stores and Waitrose Cellar.
The two premium Italian wines are a white wine made from the Falanghina grape and a red Nero di Troia, both sourced from independent Italian vineyards.
Schofield, who teamed up with When In Rome to develop premium wines at good value, in eco-friendly packaging, chose the classic Italian Falanghina produced by wine cooperative Antica Hirpinia from their vineyards just outside Taurasi, in the Campanian region of South West Italy.
The wine is described as having delicate aromas of acacia and orange blossom and it “tickles the taste buds” with green apple, quince and lime flavours, offering a crisp, minerally finish.
The red, a Nero di Troia, is an organic wine from La Cantina di Andria, which known locally as “il Vignuolo”, is a cooperative winery made up of 40 producers covering around 200 hectares spread over the hills of the Castel del Monte region of Puglia.
This is described as “a real powerhouse of a red, rippling with blackcurrant, plum and red cherry notes”. Its firm structure finishes with complex hues of violets, star anise and fig.
When in Rome chief executive and co-founder, Rob Malin, said: “We are very excited about this launch. We asked Phillip if he would be keen to choose his own Italian craft wine, which he was really excited by, so we took a number of samples from across Italy and let him choose his favourites.”
He said: “Having someone like Phillip on board to support the box wine category, demonstrates the size of the opportunity we have in the market to educate consumers that there is another way to enjoy high quality wine that doesn’t have to be bought in a bottle.”
Schofield added: “When I agreed to this partnership, I had certain conditions; I wanted to be part of the tasting team, I wanted figures on how eco-friendly box wine was and I wanted it to be good value. The result is something I felt I could really invest in.
“I have really enjoyed the process of sourcing, selecting and now sharing these wines with everyone. I don’t think there is anything I have been so passionate about, so I hope everyone enjoys them as much as I do.”
Anne Jones, Waitrose Partner and category manager, drinks, said: "We have been delighted to support When in Rome, they have been instrumental in the success of our Unpacked project, and are working hard to introduce our customers to box wine.
“Their new partnership with Phillip Schofield, who is himself one of the Waitrose Wine Ambassadors, offers a great extension to the box range of wines for customers and it will be wonderful to see how Phillip’s personal involvement will bring this delicious wine format to a new audience. We're excited to see how these new wines will be enjoyed in the coming months!"
This is the second partnership When in Rome has announced recently, following the collaboration with The Wine Show to bring a Portuguese wine into the Waitrose Unpacked project, for which When in Rome is the sole wine supplier.
When in Rome, has joined the call for people to stay at home by changing the name of its business across all of its social media platforms to When in Home.