Story thread · 2 reports / 1 sources

Elizabeth Banks wants to make wine fun again. That could be serious business

fastcompany.com · 4hShare

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 understood why the format in a can was working for my lifestyle,” Banks, who now serves as chief creative officer of Archer Roose and owns half of the company, shared onstage at the Fast Company Innovation Festival in New York City. She had relocated to Utah during the COVID-19 pandemic, and was spending a significant amount of her time hiking or on the water—situations where indulging in a glass of wine might enhance her afternoon but would require lugging around an entire bottle. These are the use cases that Leitner-Waldman wanted to solve for when she founded Archer Roose. Initially searching for a w

First report: How to Disrupt a Legacy Industry — fastcompany.com, 2d