{
  "id": 8245871,
  "title": "Elizabeth Banks wants to make wine fun again. That could be serious business",
  "url": "https://urgent.news/2026/09/18/elizabeth-banks-wants-to-make-wine-fun-again-that-could-be-serious",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-18T12:00:00.000Z",
  "source": {
    "name": "Fast Company",
    "slug": "fast-company",
    "url": "https://www.fastcompany.com/91609317/elizabeth-banks-wants-to-make-wine-fun-again-that-could-be-serious-business"
  },
  "original_language": "en",
  "account": "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.",
  "summary": "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…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}