ARCHIVEArcher Roose Puts Elizabeth Banks in the Kitchen for Canned Wine
Archer Roose's 'How to Cook with Wine' is a 2024 film campaign created by agency Colossus, starring Elizabeth Banks as a deadpan culinary guide who demonstrates how to cook, pair, and enjoy Archer Roose canned wine using nothing more than a microwave, an apron, and an abundance of cans.
Published in the United States in April 2024, the campaign uses a single video asset distributed on YouTube to extend a comedic platform that Archer Roose and Colossus first established in 2021. The premise is deliberately low-tech and high-wit: Banks, who serves as Chief Creative Officer of Archer Roose as well as its most recognisable face, positions the brand's portfolio — which spans still wine, sparkling wine, Bubbly, Bubbly Rosé, Rosé, Sauvignon Blanc, Pinot Grigio, and Malbec — as both a cooking ingredient and an effortless everyday luxury. The microwave is not incidental to the joke; it is the joke, a device that collapses the pretension typically associated with wine culture while keeping the product firmly at the centre of the scene.
The campaign's objectives sit at the intersection of brand-building and category education. In a United States market where canned wine remains a relatively recent entrant to mainstream grocery and lifestyle retail, Archer Roose faces the dual challenge of legitimising the format and differentiating its positioning from competitors on both price and provenance. The brand describes itself as offering luxury wines in cans, sourcing sustainable and consciously crafted wines from global producers. 'How to Cook with Wine' translates that positioning into consumer behaviour by showing — rather than asserting — that canned wine belongs in the kitchen as naturally as it belongs in a glass. The Clapboard Score for this campaign is 63 out of 100.
Archer Roose competes in a canned wine segment defined by rapid format adoption and intensifying brand competition. In the United States, the canned wine category sits within a broader premium alternative-format wine trend, where brands such as Bev and Usual Wines have pursued distinct positioning strategies — Bev through a women-first lifestyle identity and Usual Wines through single-serve bottled premiumisation. Archer Roose's differentiator is the explicit combination of verifiable global provenance, sustainability credentials, and a refusal to take the category seriously in its communications.
Elizabeth Banks articulated this strategic intent directly. As reported by Forbes, Banks stated in November 2022: 'One of the things that we're trying to do is not take the category so seriously, right?' That orientation is not merely a tonal preference; it reflects a calculated reading of consumer psychology in the United States, where wine culture has historically carried gatekeeping associations that alienate casual drinkers. By deploying Banks as both Chief Creative Officer and on-screen talent, Archer Roose collapses the distance between brand authority and consumer relatability.
The canned wine market in the United States sits inside a global segment that multiple research organisations have measured with varying scope. According to Spherical Insights, the global canned wine market was estimated at approximately $110.3 million in 2024, with a projected compound annual growth rate of 11.21 percent through 2035. According to Research and Markets, a separate estimate places the 2024 global market at $112.9 million, growing to $211.5 million by 2030 at an 11.1 percent compound annual growth rate. These figures confirm that the segment, while growing with consistency, remains at an early commercial stage — precisely the window in which brand character and comedic distinctiveness can establish durable market positions before the category matures and price competition intensifies.
'How to Cook with Wine' is built around a single creative constraint. The film presents Elizabeth Banks in a kitchen setting, guiding viewers through wine-related cooking and serving ideas with the studied sincerity of a professional instructional video and the underlying absurdity of a comedian who knows exactly what she is doing. The microwave functions as the campaign's visual punchline — a domestic appliance so antithetical to fine dining that its presence immediately signals the brand's comedic register while keeping the canned wine products in continuous, natural view throughout the film.
The production was created by agency Colossus, which has served as Archer Roose's creative partner since at least 2021, as documented by Little Black Book Online in its coverage of the earlier 'Always be Wine-ing' campaign. The 'How to Cook with Wine' film is the most recent extension of a platform that, per Clapboard's archive, began with the 'Uninvited Guest' campaign launched in May to June 2021 across Connected TV and paid social channels including Roku's OneView platform. That foundational campaign established the comedic template — Banks and co-founder and CEO Marian Leitner-Waldman sharing the frame — which 'How to Cook with Wine' carries forward with Banks now operating as a solo presenter and fully established brand executive.
Chief Marketing Officer Sara Gable rounds out the internal leadership team that shapes the creative direction of these productions alongside Colossus. Production credits specific to the 'How to Cook with Wine' film beyond the agency and talent are not publicly documented. The film was published natively to the Archer Roose YouTube channel, a distribution choice consistent with the brand's direct-to-consumer orientation and its use of social video as a primary channel for audience engagement across the United States.
ARCHIVENo verified campaign-specific sales lift or independent effectiveness data for 'How to Cook with Wine' is publicly available at the time of publication, and the film has not been recognised in the awards programmes reviewed, including Cannes Lions, the Effies, the One Show, D&AD, the Clio Awards, the Webby Awards, or WARC. The YouTube asset recorded 1,231 views and nine likes at the time of submission, as documented in Clapboard's archive, figures that reflect the campaign's function as brand content rather than a paid media vehicle engineered for algorithmic scale.
At the brand level, Archer Roose reported selling more than 100,000 cases and achieving a sixty-five percent year-over-year increase in direct-to-consumer sales, as reported by LinkedIn and Ohio Beverage, though these figures relate to the broader brand trajectory rather than the specific 'How to Cook with Wine' execution. The campaign has received no dedicated reviews in Campaign, Ad Age, Adweek, The Drum, or Contagious, and Adweek's coverage of Banks' association with Archer Roose addressed her broader executive role rather than this specific 2024 film.
Structurally, the film's effectiveness rests on its discipline. A single, repeatable comedic premise, a credible and internally authoritative talent, a direct product demonstration, and a clear brand voice compound across repeated viewings and within a broader content series. In the United States canned wine market, where consumer education remains an active need, a film that makes the product approachable without diminishing its quality claim performs a function that paid media metrics alone do not fully capture.
'How to Cook with Wine' is a 2024 film campaign created by Colossus for Archer Roose. It stars Elizabeth Banks, who serves as the brand's Chief Creative Officer, demonstrating wine-related cooking and serving ideas using Archer Roose canned wine, a microwave, and a deliberately comedic instructional format. The film was published in the United States in April 2024.
Elizabeth Banks is Chief Creative Officer at Archer Roose. She holds an executive role at the brand, not merely an endorsement arrangement. As reported by Forbes, Banks has described the brand's intent as deliberately avoiding the seriousness typical of wine category marketing, a philosophy that directly shapes the comedic tone of campaigns including 'How to Cook with Wine.'
Colossus created 'How to Cook with Wine' for Archer Roose. Colossus has served as Archer Roose's creative agency partner since at least 2021, when it produced the brand's first major film campaign, 'Uninvited Guest,' distributed across Connected TV and paid social channels including Roku's OneView platform, as documented in Clapboard's archive.
Archer Roose's portfolio includes Bubbly, Bubbly Rosé, Rosé, Sauvignon Blanc, Pinot Grigio, and Malbec, spanning still wine and sparkling wine formats. The brand positions all of its varieties as sustainable, luxury-tier wines sourced from global producers and packaged in cans for everyday accessibility across the United States market.
Clapboard assigns 'How to Cook with Wine' a score of 63 out of 100. The score reflects the campaign's disciplined creative concept and credible talent integration while accounting for its limited media footprint and the absence of recognised awards across major industry programmes including Cannes Lions, the Effies, the Clio Awards, and the Webby Awards.
Archer Roose distinguishes itself from US canned wine competitors such as Bev and Usual Wines through a combination of global provenance, sustainability positioning, and deliberate comedic marketing. Where Bev leads with a women-first lifestyle identity and Usual Wines emphasises single-serve premiumisation, Archer Roose uses executive-level celebrity integration to make luxury canned wine feel approachable without sacrificing credibility.
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