AN entrepreneur from Bussage is bringing the elegant drinking habits of the continent to dinner parties in Stroud.

When In Rome is all about drinking as the Italians do, says Rob Malin, who started the business importing craft wine made by small, independent producers and co-operatives in Italy.

His vino, the Merlot from Romeo and Juliet’s hometown, for example, or the organic red Toscana Rosso, is sold in boxes and refillable bottles.

“Instead of filling your glass straight from the box, When In Rome encourages you to drink as the Italians do and decant your wine into one of our refillable bottles or a carafe,” said the 39-year-old.

So forget what you think you know about boxed wine because the craft wine coming from vineyards in Italy, home to some of the oldest wine-producing regions in the world, is about to fill your senses.

“It’s a delight to me that we can sell these amazing wines that are usually sold directly from the vineyard to locals,” said Rob.

“None of them are like the typical Italian wine you find in UK supermarkets.”

One Sauvignon Blanc Rob is bringing to the UK is courtesy of a family whose vineyards have been producing grapes since Roman times.

And his best-sellers to date are Falanghina, the house white of fish restaurants and pizzerias across the Bay of Naples and a deep, fruity red called Nero d’Avola, made by a Sicilian wine co-op.

While Rob has clearly spotted a niche in the market – boxed wine only takes up three per cent of the market share in the UK – he has a lot of work to do to change people’s perceptions of wine sold in boxes.

But he is confident that he can do it and is raising a hearty red to toast his vino revolution.

“We know the boxed wine market is growing and we plan to change people’s perception of it here in the UK,” said Rob.

“It’s already popular in mainland Europe and enjoys a 15 per cent market share in Italy, 22 per cent in France and a whopping 65 per cent in Sweden.

“It’s only a matter of time before the UK finally catches on and if the reaction from people who’ve sampled our small but perfectly formed range is anything to go by, Britain’s boxed Italian craft wine revolution will occur on taste and taste alone.”

Once opened, the boxed wine stays fresh for up to six weeks and wine connoisseurs can enjoy it at home or carry it with them to parties, festivals and camping holidays.

Rob came up with the idea for When In Rome living in Turin in northern Italy 10 years ago. It was also when he met his now wife, Andreea.

‘We fell in love drinking Grignolino D’Asti and when we stopped we still liked each other,’ he said.

Already pubs and restaurants in Stroud are selling When In Rome wine with The Prince Albert, Bisley House getting in on the act.

Rob also sells his boxed wine to Vinotopia, a wine merchant based in Tetbury and Stroud residents can refill their bottles at Appellation Nation in Cirencester and Cheltenham.

For more details go to wheninromewine.co.uk