What does it take to market a product that challenges long-held category expectations?
Conley Downing, CMO of Archer Roose Wines, breaks down the strategy behind building a premium canned wine brand. From consumer trial and experiential marketing to Elizabeth Banks' creative role, retail visibility, moderation trends, and the power of a distinct brand identity, she shares how Archer Roose is making canned wine feel approachable without compromising quality.
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