Episode 75

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

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


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About the Podcast

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The MAFFEO DRINKS Podcast
Brands Are Built Bottom-up.

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About your host

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Chris Maffeo

With 20 years of experience working for some of the biggest drinks brands across 30+ markets, I've developed a unique understanding of how brands grow in today's market.
Now, I help drinks brands build sustainable growth through bottom-up demand creation.
My methodology focuses on how brand demand spreads - from initial venue adoption to international expansion.
I teach brands how to create, convert, and sustain demand across the three critical stages of growth: from one bottle to one case to one pallet.
My expertise lies in understanding how brands grow through genuine advocacy, from bar to bar, city to city, and building foundations that enable natural scaling.
Through consulting, training, and speaking engagements, I help brands:
• Build sustainable demand from the ground up
• Systematize their approach to building brands city by city
• Navigate the path from local success to international growth
• Develop strategies based on occasions rather than demographics