As part of our partnership with the Knowvember campaign, we’re profiling each of the seven founding brand partners. Taking a stance for climate transparency, each brand knows and shows the climate footprints of their products - making it easier than ever for consumers to make informed and climate conscious choices.
⚡️ BRAND: When in Rome
Mission: 39% of the wine industry’s emissions globally are caused by single use glass bottles. All of When in Rome’s wines are sold in eco-friendly packaging that generates up to 10x less CO2 than single use glass bottles. We overtly state the climate footprint of each of our wines on the packaging for maximum transparency.
Targets: Having only just very recently calculated the footprint of our products, WiR is in the process of establishing realistic targets. Our initial analysis of the climate impact of our supply chain in particular, suggests there is a large scope to further reduce our emissions. We do know however that we prefer to concentrate on emissions reduction as opposed to aiming for net zero, as we believe this is the most transparent approach.
⚡️ Can you describe one way you've reduced your product carbon footprint?
WiR was the first premium wine brand in the UK to use only “alt format” wine packaging. By this we mean packaging solutions that represent a significant carbon saving when compared to single use glass bottles, in which 95% of wine is sold in the UK and which represent 39% of the total CO2 emissions of the wine industry globally . Using data from the Scandinavian alcohol monopolies, we know that bag-in-box, in which 90% of WiR’s wine is sold, produces 10x less CO2 than single use glass bottles.
⚡️ You're adopting an innovative approach to packaging in the wine industry - can you tell us more?
For a whole range of historical reasons, 95% of wine is sold in single use glass bottles and is in fact the most over packaged product in any supermarket globally. Our aim is to change consumers’ poor perception of alt format packaging by putting high quality craft wines from independent producers in a range of innovative, beautifully designed containers such as cans, bag in box and paper bottles.
⚡️ Why do you feel like it was important for you to join the Knowvember movement?
Firstly, because the excess of CO2 in the atmosphere that is causing global warming is a problem that none of us can ignore, and as a brand with sustainability in our DNA we have a moral responsibility to be transparent about our climate impact and the steps we are taking to reduce it. Secondly as a start up brand, WiR doesn’t have the marketing budget to create this messaging and take it to the public alone, working collectively with other innovative and like minded, sustainable brands ensures we get the widest reach possible.
Learn more about the Knowvember campaign at www.know-vember.com.