Exclusive news and research on the wine, spirits and beer business

Total Wine Aims For 300 Locations By Year-End

June 10, 2025

With $6 billion in annual revenue across its 277 stores in 29 states, reports last year put Total Wine & More atop the wine and spirits retail pyramid, as the company recently surpassed Costco and Safeway/Albertsons to become the largest wine and spirits retailer in the country.

Total Wine serves 18.5 million customers a year, with as many as 260 million bottles of wine and spirits purchased from its stores annually. Those are big numbers, and they’re a testament to the size and scope of Total Wine’s operation. Spirits have grown to hold the largest share of Total Wine’s sales at 43%, followed by wine at 38%, and beer and miscellaneous items at the remaining 19%.

The company is approaching 300 units—a number it hopes to hit by the end of 2025. Last year, Total Wine opened 14 stores nationwide, and CEO Troy Rice says the company will add a similar amount this year, with the ultimate goal being to open about 15-20 stores annually for the next five years. “We’re excited about future growth,” Rice says. “We see lots of opportunities to grow in the United States. When we look at markets for new stores, we look for places where we can have a meaningful impact on potential customers.”

Of the company’s $6 billion in revenue, 18% of sales come from online platforms, which have been a boon to business. Totalwine.com gets more than 190 million visits a year. In addition, the company has a mobile app that’s seen roughly 7 million downloads so far, and the app has 1.8 million users monthly.

Indeed, Rice points to large investments by Total Wine in its digital infrastructure. He says online and mobile app transactions are now the fastest growing part of the company’s sales and estimates that as many as 65% of customers start their shopping journey online, even if they ultimately go to a physical store to shop.

“It’s crucial for us to be a great omnichannel retailer,” Rice says. “Today, digital engagement goes beyond just e-commerce. Our website and app have become go-to destinations where customers can easily search for products, learn about producers, and find inspiration for their next purchase.”—Laura Pelner

In the second part of this feature, we’ll zero in on the fastest-growing drinks categories across Total Wine’s retail footprint.

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