The World’s Greenest Football Club Partners with Leading Sustainable Wine Brand

Forest Green Rovers, recognised by FIFA as the “world’s greenest football club”, have agreed a brand-new partnership with leading alt format wine producer, When in Rome.

Founded in Stroud, Gloucestershire, When in Rome have an aim of bringing the joy of drinking Italian wine to the world in the most sustainable way possible. With wine being sourced from small, independent producers, the product only comes in eco-friendly "alt format" packaging - bag-in-box, cans and eco flat bottles. 

When in Rome has grown from a market stall on Bath Farmer's Market to a leading eco-friendly wine brand selling in Waitrose, Ocado & Amazon in the UK and also exporting to Canada and Finland. 

Rob Malin, CEO of When in Rome, says:

“Being Stroud-based, the day-to-day achievements of Forest Green Rovers, both on and off the pitch, are part of regular office conversations, especially as we and FGR have the same aim - to make sustainability central to everything we do.” 

“We are very excited to be partnering with FGR and look forward to providing beautiful, eco- and vegan-friendly Italian wines to visitors at the Innocent New Lawn."

Henry Staelens, CEO of Forest Green Rovers: “When in Rome share our focus on prioritising sustainability, so we are pleased to form a partnership with them – plus their wine is great. With crowds returning in the near future, we’re sure their products will be a big hit at the stadium!”