Gen-Z, Millennial Opps: Archer Roose Wine taps first CMO, starts to use digital display (Score 80)

In November, canned wine brand Archer Roose (AR) selected its first-ever CMO, Sara Gable. In her most recent position as the senior brand and content manager for Boston Beer's Sam Adams brand, Gable handled product launches, influencer programs which included experiential, digital and linear integrations and content creation. Her hire signals a higher focus on AR's marketing, which I expect to result in continued higher ad spend.

Additionally, less than a year has passed since AR appointed content and social media manager Lydia Kentowski in April.

According to Adbeat, the company first started investing in digital display in late November 2020; since then, around $3.2k went primarily toward programmatic ads placed via Google DV360 ($3k) onto sites such as rawstory.com ($1.7k), worldlifestyle.com, fivethirtyeight.com, washiongtonpost.com and decanter.com.

AR's recent foray into digital display and sustainability efforts signal a target demographic of Gen-Z and millennials. To reach this audience, it will likely expand into other digital channels such as paid social, OTT and/or podcast. The company's products are available online and at nationwide distribution partners.

Agency & martech readers - Since CMO hires so often lead to agency reviews, reach out soon to see what work you can secure here. Remember emerging companies like this one often seek outside PR work to build brand awareness before conducting other reviews.