Chalford-based bag-in-box wine brand, When in Rome, has secured £375,000 from Midlands Engine Investment Fund's (MEIF) West Midlands Equity Fund, managed by Midven (part of the Future Planet Capital Group).

Having already secured listings with Waitrose, Ocado and Amazon, the MEIF funding will allow the firm to accelerate its growth by upscaling its marketing activities and expanding distribution.

The funding has also enabled the business to hire a new chief operating officer, with wine industry veteran, Antony Wolowiec, joining the team as well as Vince Lawson, former global head of marketing at Fever Tree, as a non-executive director.

Founded in 2015, When in Rome provides Italian craft wines, made by independent producers, and supplied in sustainably sourced packaging. With a mission to make wine with a low carbon footprint more accessible, the company offers bag-in-box, cans, and recycled polyethylene terephthalate bottles.

Midven said it quickly identified When in Rome's growth potential and its ability to disrupt the wine industry with alternative format packaging and reduced CO2 emissions.

When in Rome also received investment from 465 Holdings and was advised by Stephen Murray of Martindale Partners, and Robert Rabone.

Rob Malin, CEO of When in Rome, said, "This strategic investment from MEIF and 465 Holdings has come at exactly the right time for our business as we scale up to satisfy consumers' growing thirst for our premium craft wines in eco-friendly packaging.

"Thanks to this injection of cash and expertise, we have the opportunity to further grow our range, expand our distribution within the UK and overseas and amplify our marketing to enable our message of quality, value and sustainability to reach more conscious consumers."

Surjit Kooner, investment director at Midven, said, "When in Rome presents an exciting opportunity to invest in a company which is disrupting a traditional sector. There is an increasing demand for alt-format wine driven by conscious consumers looking for more sustainable and environmentally friendly brands.

"When in Rome's great tasting, authentically Italian products, combined with the strength of the management team and green credentials, has created an exciting opportunity for us to invest. We look forward to working with Rob and the team."