Conley Downing, CMO of Archer Roose Wines, explains how the brand is building demand for premium single-serve canned wine through trial, distinctive branding, and consumer insight.
Listen to the podcast.
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.
Some companies downplay their environmental efforts, a practice known as greenhushing. A new working paper co-authored by Wharton’s Serguei Netessine finds that this gap between what firms say and what they do is associated with higher subsequent abnormal stock returns.
A Wharton study finds that while AI dramatically speeds up software development, human bottlenecks prevent many of those gains from reaching customers.
Joao Gomes, Wharton professor of finance and senior vice dean of research, centers, and academic initiatives, explains why the Federal Reserve needs to pay closer attention to how the massive AI boom is being financed.
