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Business & Technology
Fast CompanyEN
September 15, 2026How to Disrupt a Legacy Industry
Featuring Elizabeth Banks, Co-Owner and Chief Creative Officer, Archer Roose Wines and Marian Leitner-Waldman, Founder and CEO, Archer Roose Wines When actor, producer, and entrepreneur Elizabeth Banks joined canned wine company Archer Roose as an investor and chief creative officer, she wasn’t just lending her name to the brand—she helped redefine how it was marketed and positioned to challenge one of the wine industry’s oldest conventions. Join Banks and Archer Roose founder Marian Leitner-Waldman for a conversation on building a disruptive brand through creative collaboration. They’ll share how they’ve combined entrepreneurial vision with bold storytelling to transform canned wine from a novelty into a premium category, why authentic partnerships outperform traditional endorsements, and what it takes to break into—and reshape—a legacy industry.
Curated from Fast Company. Classified as Business & Technology by AI, which sometimes makes mistakes.
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