Bad news for anyone who hopes to train a pet snake to serve wine. Last week, Boston-based canned wine company Archer Roose posted a video of co-owner and chief creative officer Elizabeth Banks introducing the company’s new rewards program: Buy 100,000 cases of Archer Roose wine, get a live snake?!
Banks evokes the company’s sustainability ethos in the video, suggesting that running a sustainably sourced wine business is about giving back. Banks calmy holds a slithering snake in her hands while delivering the message, ending by saying, “We believe wine can make the world a better place, and you deserve the snake of your dreams.”
But in the latest video, Banks addresses viewers in a serious tone, saying, “It has been brought to our attention that [giving away live snakes] is both legally misinformed and frowned upon, and in violation of most state and federal regulations.” Banks then assures a new and improved reptile-free rewards program.
Obviously, both videos are jokes. But readers will recall the company’s Uninvited Guest video announcing Banks’ partnership with Archer Roose. While hilarious, it also was true—Banks did buy half the company. In an interview from July 2021, Archer Roose co-founder and CEO Marian Leitner-Waldman said, “Being able to poke fun at the self-seriousness of wine is a different way to talk about wine.”
The live snake ploy is yet another in what is becoming a house style for Archer Roose marketing—canned wine served with a big wink, acknowledging the absurdity of celebrity endorsements and corporate rewards programs while also steering away from the well-worn standbys of traditional wine advertising.
However, in these videos, the company leaves it to the viewer to decide whether they’re serious. Dialing the number provided, 1-855-3SNAKES, revealed a recorded message informing callers to leave their name and email address and that a sales representative would be in touch.
Take a minute to unwind that hard-to-achieve snake offer: 100,000 cases of Archer Roose would tally in the neighborhood of $10 million. “There’s a much more affordable way to get a snake,” teased Sarah Gable, chief marketing officer for the company.
For Banks, Gable and Leitner-Waldman, creating unique content will remain part of the company’s culture, fostering hopefully raving fans that will continue to engage with the brand. As for that loyalty program, Roose Rewards will allow customers to accrue points and bonuses and unlock other exclusive member perks, including cashback rewards and early access to limited-edition wines, seasonal events and exclusive merchandise.
However, Leitner-Waldman said that should someone actually purchase 100,000 cases, they will find a way to follow through on their initially promised "reward": “If those orders do come in, we have the authority to charter a private plane, and Elizabeth Banks will hand-deliver a snake to you.”
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