Archer Roose Is Making Canned Wine Mainstream
- Aug 27, 2026
- 25:58
- Full Episode
ABOUT THE EPISODE What does it take to market a product that challenges long-held category expectations?
Conley Downing, CMO of Archer Roose Wines, breaks down the strategy behind building a premium canned wine brand. From consumer trial and experiential marketing to Elizabeth Banks' creative role, retail visibility, moderation trends, and the power of a distinct brand identity, she shares how Archer Roose is making canned wine feel approachable without compromising quality.
ABOUT THE PODCAST Marketing Matters is hosted by Wharton marketing professors Barbara Kahn and Americus Reed. Each week they discuss marketing and advertising trends, consumer behavior, data and analytics, the latest in retail marketing, brand-building, and much more with their expert guests. Episodes are recorded at the Wharton School.
----- The Wharton School of the University of Pennsylvania is committed to sharing its intellectual capital through Knowledge at Wharton, the school’s online business analysis journal.
Launched in 1999, Knowledge at Wharton offers free access to:
- Articles, podcasts, and videos highlighting Wharton faculty research and analysis of current business trends - Interviews with book authors from Wharton School Press - In-depth series of curated content like Wharton Executive Education’s Nano Tools for Leaders - A searchable database of more than 10,000 articles covering all aspects of business - A weekly newsletter that delivers Knowledge at Wharton insights directly to your inbox
Visit the Knowledge at Wharton homepage: https://whr.tn/3qUpSBE Subscribe to the Knowledge at Wharton YouTube channel: https://whr.tn/3DEAgAU
Brief Summary
Conley Downing discusses Archer Roos Wines' innovative canned wine marketing and changing consumer perceptions.
Key points
- Canned Wine Revolution. Canned wine is changing perceptions in the wine industry, much like screw caps did before.
- Unique Marketing Strategy. Archer Roos Wines focuses on experiential marketing to change consumer perceptions.
- Celebrity Partnership. Elizabeth Banks joins Archer Roos Wines as a co-owner and chief creative officer.
- Behavioral Insights in Marketing. Understanding consumer behavior is key to effective marketing strategies.
- Innovations in Wine Portfolio. The brand is expanding its offerings with new varietals and exciting launches.
- Commitment to Quality. The brand emphasizes quality and collaboration with winemakers globally.
Episode highlights
- Canned Wine RevolutionCanned wine is changing perceptions in the wine industry, much like screw caps did before.“In five to ten years, nobody will bat an eye at canned wine.”1:27Aug 27, 2026
- Unique Marketing StrategyArcher Roos Wines focuses on experiential marketing to change consumer perceptions.“We want to own consumers' first taste of canned wine.”5:15Aug 27, 2026
- Celebrity PartnershipElizabeth Banks joins Archer Roos Wines as a co-owner and chief creative officer.“She's not just a celebrity endorser; she's a co-owner.”11:32Aug 27, 2026
- Behavioral Insights in MarketingUnderstanding consumer behavior is key to effective marketing strategies.“The thing that attracts people is that behavioral moment.”19:54Aug 27, 2026
- Innovations in Wine PortfolioThe brand is expanding its offerings with new varietals and exciting launches.“We've got eight varietals and launched a Chardonnay this year.”20:31Aug 27, 2026
- Commitment to QualityThe brand emphasizes quality and collaboration with winemakers globally.“We work directly with winemakers in each of these different regions.”20:53Aug 27, 2026
- Engaging with ConsumersThe brand is actively engaging with consumers through social media and innovative marketing.“We're just launching our TikTok with fun stuff coming up.”25:27Aug 27, 2026
