Archer Roose Wines reaches record sales growth driven by new offerings

In the United States, Archer Roose Wines has achieved significant sales growth, surpassing 100,000 nine-liter cases in 2024, marking a historic milestone for the canned wine brand co-owned by actress Elizabeth Banks. The brand is projected to double in size this year, demonstrating robust performance in a challenging wine industry landscape, particularly against the backdrop of evolving consumer preferences. Key distribution partnerships with venues such as Vail Resorts and Regal Cinemas are instrumental in this growth. Elizabeth Banks emphasizes the shift in consumer behavior, where drinkers are increasingly favoring more accessible formats like cans over traditional bottles. Co-founder and CEO Marian Leitner-Waldman has prioritized developing a new pinot noir, the brand's first red varietal in five years, in response to consumer demand for innovative wine experiences. The wine is crafted without added sugars or sulfites, showcasing a commitment to sustainability and healthy production practices. Sold in four-packs for $19, the new pinot noir is designed to appeal to a younger demographic, featuring tasting notes of red berries, clove, and balanced acidity. As younger drinkers, especially millennials and Gen Z, lean towards alternative beverages, Archer Roose taps into this shift by providing a vibrant, inviting image that contrasts with the traditional perceptions of wine. This branding strategy aims to attract consumers during more casual settings, aligning with how they consume beverages today. The wine industry's recent struggles to connect with younger audiences have prompted many producers to innovate and evolve their marketing strategies. As such, Archer Roose's success signals a potential reinvigoration within the market, particularly by recognizing current consumption patterns. Elizabeth Banks joined Archer Roose in 2021, significantly influencing its marketing and advertising identity. Her role aims to reshape the traditional wine narrative, creating a brand that feels approachable. The industry's shift away from outdated representations involves not just altering the product but also how it is marketed, focusing on relatability and modernity. As Banks states, few wine drinkers have ventured into the canned wine market, illustrating the untapped potential for growth in this segment. By breaking from convention, Archer Roose positions itself not only to attract new customers but also to potentially redefine perceptions of wine as a drink for all occasions.