When actor–filmmaker Elizabeth Banks teamed up with CEO and Founder Marian Leitner-Waldman, their mission for the next phase of Archer Roose Wines was clear: make great wine a little less serious and a lot more accessible. In this conversation with ADWEEK, the duo pops the top on how they’re shaking up an old-school industry with high-quality canned wine that’s perfectly portioned, sustainable, and suitable for any occasion. Hear how they navigate an evolving beverage market, bring smart storytelling to a centuries-old category, and keep the brand’s voice unmistakably bold.