DTC Podcast Ep 527: How Sarah Hoffman Turned Maker Wine into a Canned Wine Brand You’ll See on United Flights and NBA Stadiums
Jul 21, 2025
Sarah Hoffman, Founder of Maker Wine, shares her journey in revolutionizing the canned wine industry. She discusses overcoming the stigma of canned wine with quality sourcing and innovative marketing strategies. Virtual tastings have become a powerful tool for growth, while partnerships with United Airlines and NBA arenas expand their reach. Hoffman emphasizes the importance of storytelling, community engagement, and a unique subscription model to attract younger audiences and boost revenue in a competitive market.
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Quality Matters in Canned Wine
- Most canned wines taste bad because they start with low-quality wine, not because of the can itself.
- Quality sourcing and customer education can shift the perception of canned wine significantly.
Educate Wine Beginners Creatively
- Use plain language and storytelling to educate wine beginners without dumbing down the content.
- Provide engaging tasting notes and multimedia, like QR codes linking to videos, to deepen customer connection.
Virtual Tastings Growth Engine
- During the pandemic, Maker Wine hosted hundreds of virtual tastings to engage customers.
- These tastings featured founders and winemakers, creating an immersive and social online wine experience.