As the brand pushes to get its cans in more venues and in more hands, a few benchmarks will remain top-of-mind. 

“We don’t just look at what our growth is like year-over-year,” said Leitner-Waldman. “We look at it on a per-account basis. How frequently does that account reorder, and how do those orders grow over time? We incentivize our marketing team on this, and we also incentivize our sales team on this, so that we’re all rowing in the same direction.”

The ultimate goal? Make Archer Roose the go-to casual option for wine drinkers everywhere. 

In Banks’ words: “In every stadium where sports is being played, I want people to be able to walk up to a bar and say, ‘Can I have an Archer Roose?’ like they would order a Budweiser.”