DTC Podcast Episode 527: How Sarah Hoffman Turned Maker Wine into a Canned Wine Brand You’ll See on United Flights and NBA Stadiums

Release Date: July 21, 2025

In Episode 527 of the DTC Podcast, host Eric Dick sits down with Sarah Hoffman, the founder of Maker Wine, a pioneering brand in the canned wine industry. Sarah shares her entrepreneurial journey, the challenges of disrupting the traditional wine market, and the innovative strategies that have positioned Maker Wine in prominent venues like United Airlines and NBA stadiums.

1. Origin Story: From Foodie to Canned Wine Innovator

Sarah Hoffman began her venture into the wine industry in 2019, right after graduating from business school. With a passion for food and craft beverages, Sarah, along with her classmates Kendra and Zoe, launched Maker Wine. Sarah reflects:

Sarah [02:02]: "Maker is a premium canned wine company that highlights the stories and products of independent wine producers."

Her initial foray involved hosting an underground supper club in San Francisco, pairing local craft beers and her home brews with chefs' dishes. This experience ignited her desire to spotlight the narratives of independent winemakers, seeking to blend the casualness of craft beer with the sophistication of wine.

2. Building a Platform for Independent Winemakers

Unlike many competitors who opt for bulk wine and white labeling, Maker Wine’s approach is more nuanced. Sarah explains how they selected their first wines by immersing themselves in the winemaking community:

Sarah [04:28]: "We had gone out and interviewed dozens of winemakers... it was really hard to be a small wine producer."

By leveraging their digital and e-commerce expertise, Maker Wine positioned itself as a platform to elevate these independent producers, addressing the fragmented nature of the wine distribution industry.

3. The Canning Process: Ensuring Quality and Storytelling

Canning wine comes with its set of challenges and misconceptions. Sarah addresses common criticisms and explains Maker Wine's commitment to quality:

Sarah [06:00]: "The number one reason most canned wine is not great is that people are putting not great wine into cans."

Maker Wine utilizes mobile canning lines, partnering with female-led companies like The Can Van to maintain quality and foster collaborative storytelling with winemakers. This hands-on approach not only ensures the integrity of the wine but also generates compelling content and narratives around each batch.

4. Leading with Education: Empowering the Consumer

Understanding their customer base, Maker Wine emphasizes education as a cornerstone of their strategy. Sarah notes:

Sarah [08:19]: "Over 80% of our customers describe themselves as advanced beginners... we speak about wine in plain language."

Each can features a QR code linking to detailed landing pages with blog posts, videos, and virtual events like quarterly Zoom meetings with winemakers. This educational content demystifies wine for consumers, making it more accessible and engaging.

5. Virtual Tastings: A Pandemic-Era Success

During the early stages of Maker Wine, the COVID-19 pandemic posed significant challenges. Sarah innovated by hosting virtual tastings, which became a key acquisition channel:

Sarah [10:41]: "We'd send a six-pack... and walk through our founding journey... it was a great way to show the utility of wine."

These virtual events not only sustained the business during lockdowns but also built a loyal community that continues to support Maker Wine through word-of-mouth and club memberships.

6. Evolving Distribution: From D2C to Omnichannel

Initially relying heavily on direct-to-consumer (D2C) sales, Maker Wine pivoted to an omnichannel approach in response to rising shipping and acquisition costs:

Sarah [16:27]: "Today we're under 30% direct to consumer and the majority of the business is our wholesale and now airline partnership."

This strategic shift diversified their revenue streams, reducing dependency on any single channel and enhancing overall business stability.

7. Strategic Airline Partnerships

One of Maker Wine's standout achievements is its partnership with United Airlines. Sarah shares how this collaboration came to fruition:

Sarah [17:58]: "We started with canning samples on tight timelines... it's been such a huge partnership for us in terms of visibility."

Being featured on United flights not only amplifies brand awareness but also introduces Maker Wine to a broader audience, reinforcing their presence in both retail and unique venues.

8. Retail and Wholesale Marketing: Establishing Credibility

Entering retail spaces required overcoming skepticism from traditional buyers. Sarah highlights their approach to building credibility:

Sarah [20:01]: "We entered all of our wines into top bottled wine competitions... judges were shocked to find out the wine came from a can."

This validation from prestigious competitions helped secure favorable placements in retail stores, positioning Maker Wine as a high-quality option in the canned wine category.

9. Subscription Club: Driving Steady Revenue and Engagement

Maker Wine's subscription club plays a pivotal role in their revenue model, contributing up to 75% when including all cart purchases:

Sarah [23:02]: "It's a fully customizable... rotating selection of wines... club members also get access to exclusive events and surprise items."

This membership model fosters long-term customer loyalty and provides a consistent revenue stream, essential for sustained growth.

10. Leveraging SEO for Market Dominance

Utilizing her background in digital marketing, Sarah underscores the importance of SEO in Maker Wine's growth strategy:

Sarah [26:26]: "From the very beginning we really wanted to own canned wine... our SEO efforts have significantly driven traffic and conversions."

By targeting specific keywords and creating valuable content, Maker Wine effectively captures and retains online attention, distinguishing itself in a competitive market.

11. Future Growth and Expansion Plans

Looking ahead, Sarah outlines Maker Wine's ambitions to expand their distribution and solidify their brand presence:

Sarah [32:30]: "We're excited to continue to build out our distribution map across the U.S... launching in Texas later this year."

Additionally, Maker Wine aims to deepen their connections with premium venues like NBA arenas and continue highlighting the unique stories of their partner winemakers.

12. Conclusion: A Commitment to Quality and Diversity

Throughout the conversation, Sarah emphasizes Maker Wine's dedication to quality, transparency, and diversity:

Sarah [35:11]: "We really try to highlight interesting stories and people that are doing really interesting things and highlight diverse voices."

This commitment not only differentiates Maker Wine from competitors but also fosters a more inclusive and engaging wine community.

Notable Quotes:

• Sarah [02:02]: "Maker is a premium canned wine company that highlights the stories and products of independent wine producers."
• Sarah [06:00]: "The number one reason most canned wine is not great is that people are putting not great wine into cans."
• Sarah [08:19]: "Over 80% of our customers describe themselves as advanced beginners... we speak about wine in plain language."
• Sarah [17:58]: "It’s been such a huge partnership for us in terms of visibility."
• Sarah [20:01]: "We entered all of our wines into top bottled wine competitions... judges were shocked to find out the wine came from a can."
• Sarah [26:26]: "Our SEO efforts have significantly driven traffic and conversions."
• Sarah [35:11]: "We really try to highlight interesting stories and people that are doing really interesting things and highlight diverse voices."

Final Thoughts

Sarah Hoffman's journey with Maker Wine exemplifies the potential of combining passion with strategic innovation. By challenging traditional norms, prioritizing quality, and fostering genuine connections with both winemakers and consumers, Maker Wine has carved a unique niche in the canned wine market. Their story serves as an inspiring blueprint for direct-to-consumer brands aiming to disrupt established industries.

For more insights and step-by-step tactical strategies, subscribe to the DTC Newsletter or visit directtoconsumer.co.