Elizabeth Banks wants to make wine fun again. That could be serious business
While tubing down a river in Utah, actress and filmmaker Elizabeth Banks cracked open a cold alcoholic beverage to sip on and had an epiphany. Banks wasn’t consuming beer or a ready-to-drink cocktail, like one might assume—rather, she was sipping on Archer Roose , a canned wine brand founded in 2015 by Marian Leitner-Waldman that currently sells eight different varietals. “I immediately…
During a tubing adventure in Utah, actress Elizabeth Banks experienced an epiphany while enjoying Archer Roose, a canned wine brand. Banks, who now serves as chief creative officer of the company, explained that the wine industry was overlooking a large portion of its customers—those who prefer purchasing wine for under $20. She aimed to make wine more accessible and relatable, even at casual events like Dave & Buster’s.
Archer Roose partnered with Cornell University to research how canning wine impacts its composition, developing a patented technology to maintain quality. They targeted younger consumers who value authentic and ethical brands, and the brand now has a 70% customer base from Gen Z and millennials.
Written by urgent.news from Fast Company's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
