Elizabeth Banks Pairs Wine with … Live Snakes?

Canned wine brand Archer Roose debuts snake rewards program … and then apologizes for their missssstake

Elizabeth Banks Pairs Wine with … Live Snakes?
Actress and Archer Roose wines co-owner Elizabeth Banks says we all deserve the snake of our dreams. (Courtesy of Archer Roose)
Feb 23, 2022

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.”


Enjoy Unfiltered? The best of Unfiltered's round-up of drinks in pop culture can now be delivered straight to your inbox every other week! Sign up now to receive the Unfiltered e-mail newsletter, featuring the latest scoop on how wine intersects with film, TV, music, sports, politics and more.

Unfiltered actors cans film-tv oddities packaging

You Might Also Like

Trailblazer Iris Rideau’s Memoir to Be Published Juneteenth

Trailblazer Iris Rideau’s Memoir to Be Published Juneteenth

From White to Black recounts the childhood and remarkable career of the pioneering …

Jun 17, 2022
Champagne Stash Discovered in World War I Shipwreck Remains Out of Reach … for Now

Champagne Stash Discovered in World War I Shipwreck Remains Out of Reach … for Now

A U.K.-based team is working to save bottles of Champagne, brandy and more in the wreckage …

Jun 15, 2022
NFL Greats, Top Chef Alums Raise $120,000 for Charity at Jordan’s 50th Anniversary

NFL Greats, Top Chef Alums Raise $120,000 for Charity at Jordan’s 50th Anniversary

New Broncos QB Russell Wilson and his wife, Ciara, led Jordan’s Big Bottle Squad parade in …

Jun 9, 2022
Brad Pitt Says Angelina Jolie Sought to Inflict Harm on Château Miraval

Brad Pitt Says Angelina Jolie Sought to Inflict Harm on Château Miraval

A new claim ups the stakes in the celebrity ex-couple’s battle over the famed Provence wine …

Jun 7, 2022
God Save the Fizz: Wines of Queen Elizabeth II’s Platinum Jubilee

God Save the Fizz: Wines of Queen Elizabeth II’s Platinum Jubilee

Which wines are fit for a queen celebrating 70 years on the throne?

Jun 2, 2022
Carmelo Anthony Launches VII(N) Châteauneuf-du-Pape with Stéphane Usseglio

Carmelo Anthony Launches VII(N) Châteauneuf-du-Pape with Stéphane Usseglio

The wine-loving NBA veteran is taking his talents to the Southern Rhône

Jun 2, 2022