In today’s rapidly evolving wine industry, attracting younger generations has been a challenge for over a decade. Marian Leitner-Waldman, the co-founder and CEO of Archer Roose Wines, has brought a fresh perspective to this issue and developed an innovative approach to make wine a part of the everyday lives of these consumers.
Twelve years ago, Leitner-Waldman and her husband, David, found themselves with a half-empty bottle of premium wine after dinner. This moment sparked a conversation about how they could make having a glass of wine as easy and accessible as reaching for a beer. This led to the founding of Archer Roose Wines with a mission to democratize wine by introducing consumers to luxury wines in a more approachable format.
Leitner-Waldman’s solution was to create canned luxury wines from both established and emerging regions while maintaining transparency into the grape-growing and winemaking process. Collaborating with young winemakers, sustainably-grown grapes, and a low-intervention winemaking process, Archer Roose Wines offers a unique and modern approach to wine packaging. By partnering with Cornell University and Enartis for research and sharing findings with other wineries, they have contributed to the industry’s knowledge base.
The use of cans not only reduces the carbon footprint of wine by 60% but also caters to the lifestyle needs of younger consumers who seek more control over their alcohol consumption and the flexibility to enjoy wine in a variety of settings. While Leitner-Waldman acknowledges the importance of traditional bottle-aged wine, she recognizes that the majority of wine consumed in the U.S. is young and consumed shortly after purchase.
Actress and producer Elizabeth Banks joined Archer Roose Wines as an investor and chief creative officer in 2021, bringing a fresh perspective to wine advertising with irreverent and fun campaigns. Leitner-Waldman also developed a new route to market by partnering with beer distributors in independent markets to test alternative venues and then expanding on a national level.
Archer Roose Wines’ success attracted the attention of Constellation Brands, which invested in the company as part of its Focus on Female Founders initiative in 2022. This partnership provides operational support and funding for distribution expansion. Chris Badenhoop, director of corporate venture strategy at Constellation, praised Archer Roose Wines for its ability to engage consumers with transparency, education, and humor.
For wineries hesitant about canned wines, Leitner-Waldman reassures them that the essence of wine can be preserved through appropriate marketing. She believes that by adapting the delivery vessel to suit consumers’ lifestyles and occasions, wine can reach a broader audience without compromising its integrity.
Laurie Wachter, a leader in consumer behavior and direct-to-consumer marketing analytics, brings a wealth of experience from companies like Kraft Foods, PepsiCo, and IRI. Based in Northern California’s wine country, Wachter writes about innovation and the business of food, wine, and beverages for a global audience.
In conclusion, the wine industry’s evolution towards attracting younger consumers requires innovative thinking and a willingness to adapt to changing consumer preferences. With leaders like Marian Leitner-Waldman and partnerships with industry giants like Constellation Brands, the future of wine looks bright and promising for both traditional and emerging wine producers.
