GoKawiilElizabeth Banks pushes canned wine brand Archer Roose to loosen up industry image
Elizabeth Banks, who holds the title of chief creative officer at canned wine maker Archer Roose, argues that wine brands must shed their formal, elitist image to attract a broader range of drinkers. She traces her interest to a moment tubing down a river in Utah while drinking a canned beverage, which led her toward championing more casual, approachable wine marketing.