Conley Downing of Archer Roose Wines: Marketing a Celebrity-Backed Disruptor Brand

In this episode of CMO Weekly, host Haley Clover sits down with Conley Downing, the Chief Marketing Officer at Archer Roose Wines, live from Adweek’s Brand Week.Conley shares her journey from "unsexy" pharmaceutical marketing to leading a disruptor brand in the declining wine category. They discuss how Archer Roose is redefining wine culture through convenience, sustainability, and high-profile partnerships with figures like Elizabeth Banks.What You’ll Learn in This Episode: Disrupting Tradition: How Archer Roose is overcoming the "canned wine stigma" through scientific research with Cornell University and best-in-class quality practices.Brand Voice vs. Celebrity Voice: The strategy behind balancing the brand’s unique identity with the creative style of celebrity partner Elizabeth Banks.The Power of Partnerships: Inside the "scrappy" creative moves that turned a JetBlue placement into a viral DIY in-flight spritz campaign.Marketing for the Modern Consumer: Why the "sidecar" serving method and "better-for-you" transparency (vegan, sustainably sourced, no added sugar) are winning over today’s wine drinkers.Growth Metrics: How Archer Roose achieved a 92% increase in DTC sales this year and maintains an 88% reorder rate.About Conley DowningConley Downing is a veteran marketer with a rich background in spirits and emerging brands. Her career includes stints at major agencies working on Pepsi and Diageo accounts, as well as leadership roles with Sean Combs' brands (Ciroc and DeLeón) and the startup 21 Seeds. She joined Archer Roose a year ago to lead their brand strategy and growth marketing.