From Cinemas to Concerts: How Archer Roose is Winning Over New Wine Drinkers

An interview with the very inspiring Marian Leitner-Waldman

One fun thing about Drinks Insider is that it connects me with interesting, positive people. I’ve enjoyed all the interviews I’ve done, but some are special — like the discussion with Marian Leitner-Waldman.

Marian, the founder of Archer Roose, recognised that a new generation is looking for high-quality, transparently-labelled wine in convenient formats. 

The results speak for themselves: by August this year, sales were up 20% to 110,000 9L cases, with distribution in 6,000 outlets. 

You’ll find the interview here. 

Marian Leitner-Waldman, Archer Roose

7 key insights:

1. Cans fly off the shelf

Cans are ideal for contemporary consumers, for whom moderation is increasingly important, because they’re single serve, and they keep the wine fresh.

“The third piece is that aluminium is recyclable everywhere in the United States thanks to Coke and Pepsi,” says Marian…