Canned wine brand Maker has raised $2.3 million from more than 30 investors, to expand direct-to-consumer shipping of its offerings to 45 states.
The investment round is made up of several celebrities, including the DJ duo The Chainsmokers, NFL player Odell Beckham Jr., and JAY-Z’s Marcy Venture Partners. Other investors include: Pear VC; author Rachel Mansfield; Charles Hudson, managing partner at Prescursor Ventures; Mariam Naficy, CEO of Minter; Bryan Mahoney, co-founder and CEO of Chord Commerce and former CTO of Glossier; Henry Davis, co-founder and CSO of Chord Commerce and former president of Glossier; and Matt Kanness, former CEO of LUcky Brand and Modcloth.
Founded by Sarah Hoffman, Kendra Kawala and Zoe Victor in 2020, Maker partners with local winemakers to offer various options of red, white, and rosé wine in 250 mL slim cans in 6-, 12- or 24-pack configurations of both single flavors and mixed packs. The company also offers “Can Club”: a membership that allows subscribers to access members-only wines, order via text, attend “Meet the Makers” Zoom events and receive exclusive discounts.
“We started Maker in part because we heard from small production wineries that the traditional route isn’t set up for them to succeed,” Hoffman told Brewbound in an email. “They don’t have the economies of scale to support distributor margins or fight for shelf space. The end result is that the very best wines made by the little guys don’t make it to the vast majority of wine drinkers. We want to be a new distribution channel for these small producers, and help their premium products get into the hands of more people.”
Every Maker wine is vegan-friendly, gluten-free and contains zero grams of sugar and less than five carbs per serving. Each can features the story and signature of the winery that produced the liquid.
The latest funding round will allow consumers to get Maker shipped to their door nationwide, “except the handful [of states] that don’t allow out of state direct shipping.”
“We believe the future of wine is shipping directly to customers because it’s what is best for the customer and for craft producers,” Hoffman said. “We want to build a community of wine lovers who care about supporting independent wine producers, particularly women and minority-led producers that haven’t always had the same access to distribution.”
Additionally, the funding will allow Maker to build out its team, with plans to triple its production in 2022.
“I invest when talent and ambition in exceptional founders meets a brand that solves a problem in the market. With the three Maker co-founders that was a no-brainer,” Bryan Mahoney said in a press release. “I see a lot of similarities for Maker in Glossier’s earliest days — while we pioneered the democratization of beauty, Maker’s mission is to do the same for wine. They’re creating an amazing brand, they care deeply about the product and customer experience, and are using technology to build community and democratize an industry. This is Maker’s moment.”
One of the company’s top-selling wines in the past year was its members-exclusive Cabernet Pfeffer, made with “an ultra-rare grape” from 100-year-old vines at Ser Winery.
“Only 10 acres of it are planted in the world,” Hoffman said. “Having this hyper-engaged group of customers allows us to continue to work with the best, ultra-small wineries to release unique, limited-production wines that you wouldn’t expect to see in cans.
“In talking to hundreds of our customers, we heard that they felt the wine world wasn’t for them,” Hoffman continued. “That purchasing wine was confusing, that bottles were inconvenient, that they wanted transparency into the products they were drinking. We want to make the wine world more approachable and accessible to everyone. We envision Maker being a curated selection and trusted voice for modern wine drinkers around the country. And this milestone is the first step to realizing that vision.”