61: How Canned Wine Brand Archer Roose Scaled to 100K Cases with Marian Leitner-Waldman - Business of Drinks

While much of the wine industry is flat or declining, Archer Roose is bucking the trend in a big way. The canned wine brand, founded by Marian Leitner-Waldman, has more than tripled production since 2021, surpassed 100,000 9-liter case equivalents, and is on track to double again in 2025. 

With its distinct format, irreverent branding, and placement in non-traditional channels like JetBlue, Dave & Buster’s, Vail Resorts, and Regal Cinemas, Archer Roose is proving that smart strategy and sharp storytelling can rewrite the wine sales playbook.

In this episode, Marian shares how she built Archer Roose into one of the most innovative and fast-growing wine brands in the U.S. — a company that’s not only thriving but helping reshape how, where, and why consumers enjoy wine today.

Listen for these insights:

• How Marian built a premium wine brand that’s grown every year since launch and now sells 70,000 cases annually on JetBlue alone
  

• Why partnering with beer distributors was the key to breaking into non-traditional channels like ski resorts, arcades, and movie theaters
  

• The technical innovations that enabled Archer Roose to achieve a 2-year shelf life in cans, thanks to R&D with Cornell University
  

• Why Archer Roose focuses on 7 tightly curated SKUs and builds winemaker partnerships for each varietal and region
  

• How celebrity co-owner Elizabeth Banks became Chief Creative Officer and helped the brand go viral — while also keeping the focus on the end consumer
  

• How controlled pours, waste reduction, and high-margin glass sales have made Archer Roose a profit-driving partner for on-premise operators
  

• Why Marian structured her sales team like a tech company, with dedicated roles for business development, key accounts, and regional wholesale management
  

• How the brand uses humor and performance marketing to build mindshare across DTC, retail, and on-premise accounts

Last Call: This week, we talk about seasonal selling. Are limited time offers or holiday promotions — like margaritas for Cinco de Mayo or Negroni Week in summer — good, bad, or indifferent? Caroline, Scott, and Erica share their perspectives.

Don’t miss our next episode, dropping on 4/30.

For the latest updates, follow us:

Business of Drinks:

LinkedIn

Instagram @bizofdrinks

Erica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.

LinkedIn

Instagram @ericaduecy

Scott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as Head of Search at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

LinkedIn

Caroline Lamb, contributor: Caroline is a producer and on-air contributor at Busine