# 63 - Marian Leitner-Waldman from Archer Roose Wines

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2021-06-15
- Length: 47m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2021-06-15-63-marian-leitner-waldman-from-archer-roose-wines
- Listen: https://encase.substack.com/p/63-marian-leitner-waldman-from-archer-992

## Summary

Marian Leitner-Waldman, co-founder and CEO of Archer Roose Wines, explains how the brand pivoted from on-premise distribution to direct-to-consumer e-commerce during the pandemic by leveraging its aluminum can format. She details the 'People, Place, Profile, Practice' framework used on their packaging to democratize wine education and highlight sustainability, noting that 70% of the wine industry's carbon footprint comes from packaging. Leitner-Waldman argues that cans preserve freshness better than glass for the 97% of wine consumed within 72 hours and simplify logistics by eliminating the need for corks and complex labeling.

## Chapters

- [0:03](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-06-15-63-marian-leitner-waldman-from-archer-roose-wines#t=3) Introduction and Brand Origin
- [10:23](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-06-15-63-marian-leitner-waldman-from-archer-roose-wines#t=623) Cricket Stories and Community
- [18:07](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-06-15-63-marian-leitner-waldman-from-archer-roose-wines#t=1087) Pandemic Pivot to Digital Sales
- [25:31](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-06-15-63-marian-leitner-waldman-from-archer-roose-wines#t=1531) Sustainability and Carbon Footprint
- [31:36](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-06-15-63-marian-leitner-waldman-from-archer-roose-wines#t=1896) The 4 Ps: People, Place, Profile, Practice
- [38:03](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-06-15-63-marian-leitner-waldman-from-archer-roose-wines#t=2283) Cans vs. Glass: Freshness and Logistics

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Logistics & fulfilment](https://hardwarepodcasts.com/topic/logistics-and-fulfillment)

## Most relevant to

companies scaling up

## Mentioned

- Archer Roose Wines (company)
- IOPP (company)
- JetBlue (company)
- Instacart (company)
- Wegmans (company)
- H-E-B (company)
- Coca-Cola (company)
- Pepsi (company)
- Unilever (company)

## Related episodes from other shows

- [#202 - Buyer Spotlight: Total Wine & More](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-06-24-202-buyer-spotlight-total-wine-more) (The Startup CPG Podcast)
- [McBride Sisters Wine (Part 2 of 2): Robin McBride and Andréa McBride John](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-10-26-mcbride-sisters-wine-part-2-of-2-robin-mcbride-and-andrea-mcbride-john) (How I Built This)
- [Barefoot Wine: Bonnie Harvey and Michael Houlihan](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-16-barefoot-wine-bonnie-harvey-and-michael-houlihan) (How I Built This)
- [Founder Feature: Alison Cayne of Haven's Kitchen](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-08-30-founder-feature-alison-cayne-of-havens-kitchen) (The Startup CPG Podcast)
- [Building the Rails to Eliminate Single-Use Plastic Water Bottles with Manuela Zoninsein, CEO and Founder at Kadeya](https://hardwarepodcasts.com/podcast/hardware-to-save-a-planet/2023-04-27-building-the-rails-to-eliminate-single-use-plastic-water-bottles-with-manuela-zo) (Hardware to Save a Planet)

## Citing this page

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