THE TRIO OF WOMEN BEHIND CANNED-WINE BRAND MAKER AIMS TO “SHINE A LIGHT ON DIVERSE, INDEPENDENT PRODUCERS” WHILE PRIORITIZING SUSTAINABILITY

Featured in The Tasting Panel | March - April 2024

Author Terah Bajjalieh of Terah Wine Co.

IN THE EVOLVING LANDSCAPE OF WINE, a noteworthy trend toward inclusivity and diversity is underway. One trailblazer helping to lead the charge is Maker, a canned-wine brand founded in 2019 by the dynamic trio of Sarah Hoffman, Kendra Kawala, and Zoe Victor. These powerhouse entrepreneurs, who crossed paths while attending Stanford University’s MBA program, are bringing diverse skill sets from sales, health care, and consumer technology to oversee an innovative label that embraces the collaborative nature of the wine industry.

The inspiration behind Maker was clear from the onset: “to shine a light on diverse, independent producers. We wanted the winemaker and their story to be front and center,” explains Hoffman. Together they embarked on a journey to provide premium wine in cans that’s produced by various wineries, some of them women- and minority-owned (including my label, Terah Wine Co.). Maker aims to set itself apart through its unique collaborative model: Aiming to drive consumer engagement through virtual tasting events, recipes, wine clubs, and more via its DTC e-commerce business, the company fosters a sense of community while promoting the exceptional wines resulting from its strong partnerships with winemakers. As the world confronted the challenges of the pandemic, Maker expanded its reach, developing a wholesale business with a core line of cans and partnering with award-winning veteran winemakers as well as rising stars from brands such as Camins 2 Dreams, Ser, and Bodkin.

Environmental responsibility is another top priority for Maker—one its founders believe the rest of the industry should share. Hoffman notes that “cans are emerging as a more eco-friendly alternative” that leads to reduced waste ending up in landfills and lower CO2 emissions compared to glass bottles, “and we’ve found that winemakers are excited to explore cans with us”; some of the wines are also made with organic fruit. A January 2024 Forbes article by Cheryl Robinson highlighted Maker’s remarkable growth; in 2023, the company sold over 350,000 cans, equivalent to 9,722 cases of wine. Looking ahead, Hoffman envisions Maker further expanding its presence, bringing its cans to a range of locations such as arenas, hotels, ski resorts, and grocery stores. The goal is to establish Maker as the trusted brand for the next generation of wine lovers, offering high-quality, minimal-intervention wines crafted by independent producers.

Hoffman notes that she sees Maker’s winemaker partners as mentors. Her advice to other women entering the beverage business is straightforward—”Do it!”—and she encourages newcomers to embrace new perspectives and ideas, underscoring that collaboration is key to success.

As the company continues to gain recognition not only for its outstanding wines but for its groundbreaking business model, it’s sure to serve as an inspiration to aspiring entrepreneurs, illustrating the potential for positive change when passionate individuals challenge the status quo. Maker’s success is a testament to the power of collaboration, innovation, and the commitment to making a meaningful impact in the world of winemaking.

Terah Bajjalieh is the owner and winemaker of Terah Wine Co. Her focus is on making natural wines with fruit sourced from organic and biodynamic vineyards, and is a partner with Maker Wines. The wines she has canned with Maker at the time of this article are a skin-contact Orange Vermentino and Carbonic Sangiovese. You can connect with her on Instagram at @terahwinecompany