Constellation Brands-backed Archer Roose has strengthened its tie-up with JetBlue, securing onboard availability of its namesake canned wine brand across the airline’s full US network.
The arrangement, which applies to all of JetBlue’s domestic flights, will be supported by an in-flight ad fronted by actor and brand co-owner Elizabeth Banks. At the same time, a line of limited varietals will go on offer to the airline’s passengers, starting with an Italian ‘Chillable Red’.
In August, Constellation utilised its ‘Focus on Female Founders’ programme to acquire a minority holding in seven-year-old Archer Roose. The Boston-based company, which has a portfolio including Bubbly, Bubbly Rosé, Rosé, Pinot Grigio, Sauvignon Blanc, and Malbec, was founded by Marian Leitner-Waldman and her husband, with Banks joining as an investor & ‘chief creative officer’ last year.
