{"podcast":{"title":"Marketing Vanguard","slug":"marketing-vanguard-228325","podcast_index_feed_id":228325,"rss_url":"https://feeds.acast.com/public/shows/62470776b68b3c0012ad99a8","website_url":"https://www.adweek.com/podcasts/marketing-vanguard/","image_url":"https://assets.pippa.io/shows/62470776b68b3c0012ad99a8/1756910344582-9487d8f7-f527-4549-b641-234eacb92a28.jpeg","author":"Al Mannarino","episode_count":381,"summary":"The word “vanguard,” is defined as “a group of people leading the way in new development or ideas.” Marketing Vanguard: the podcast, spotlights the people who are driving the industry forward. It will feature valuable, must-listen nuggets of marketing-leadership wisdom, humility, stories, strategic insights, and growth opportunities in an era of ever more complex industry pressures and realities. Together we’ll dive into what's driving the decision-makers of today to move the needle of some of the world’s most exciting brands in incremental or monumental ways. Hosted on Acast. See acast.com/privacy for more information.","last_synced_at":"2026-07-15T22:21:05.507896+00:00","page_url":"https://stenobird.com/podcast/marketing-vanguard-228325"},"episode":{"title":"How Archer Roose Is Flipping the Wine Industry on Its Head with CMO, Conley Downing","slug":"how-archer-roose-is-flipping-the-wine-industry-on-its-head-with-cmo-conley-downing","published_at":"2026-03-12T17:35:44+00:00","page_url":"https://stenobird.com/podcast/marketing-vanguard-228325/how-archer-roose-is-flipping-the-wine-industry-on-its-head-with-cmo-conley-downing","show_page_url":"https://stenobird.com/podcast/marketing-vanguard-228325","url":"https://shows.acast.com/cmo-moves/episodes/archer-roose-wine-industry-conley-downing","audio_url":"https://sphinx.acast.com/p/open/s/62470776b68b3c0012ad99a8/e/69b2f9716250eadca2d88321/media.mp3","summary":"Wine was a gatekept category, suffering from the dreaded perception of being \"boring.\" That is, until Archer Roose, the canned wine company, redefined the category and made it fun for Gen Z. In this episode of Marketing Vanguard, CMO of the brand, Conley Downing , unpacks how they leveraged “fun” marketing (instead of educational marketing) to make wine accessible and interesting again.  What You'll Learn: How to reposition a legacy category by identifying and eliminating barriers to entry Why product format innovation creates distribution and occasion expansion beyond traditional compete sets The strategic value of celebrity partnerships rooted in authentic brand alignment and commercial acumen How to build sustainable growth through data ownership and omnichannel funnel strategy Why founder-led startups must balance rapid scaling with long-term positioning and acquisition readiness How transparency and ingredient clarity are becoming table stakes in beverage marketing Hosted on Acast. See acast.com/privacy for more information.","meta_description":"Wine was a gatekept category, suffering from the dreaded perception of being \"boring.\" That is, until Archer Roose, the canned wine company, redefined the…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1166,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/marketing-vanguard-228325/episodes/how-archer-roose-is-flipping-the-wine-industry-on-its-head-with-cmo-conley-downing/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/marketing-vanguard-228325/how-archer-roose-is-flipping-the-wine-industry-on-its-head-with-cmo-conley-downing.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}