Tracking Trends At Top Retailer Total Wine & More

Total Wine & More has mastered the art of taking a local approach to nationwide retail. The stores—which range from 10,000 to 70,000 square feet, with most in the 20,000 to 30,000 square foot bracket—follow a similar design theme and aesthetic across the country. But they eschew a cookie-cutter, one size fits all format, instead putting a local slant on drinks retail even as the company grows, with locations approaching 300 and annual revenue above $6 billion.

Tequila continues to be a dynamic spirits category for Total Wine, and CEO Troy Rice notes that consumers have recently shown interest in craft Tequila labels, in addition to Bourbon, liqueurs, and RTD spirits cocktails. On average, the stores carry from 3,000-5,000 spirits SKUs. Recently highlighted brands include Tequilas like Mi Familia Flores Cristalino Reposado ($60 a 750-ml. at the Claymont, Delaware store near where the company was founded) and El Padrino Blanco ($55 a 1.75-liter), as well as whiskies like Chestnut Farms Bottled in Bond Bourbon ($120 a 750-ml.), Wolcott Kentucky Straight Bourbon ($30 a 750-ml.), and Isle of Skye 21-year-old Scotch ($90 a 700-ml.).

In wine, Rice says sparkling labels are performing well, as are crisp whites from New Zealand, France, and Italy, and lighter-style chillable reds. Total Wine stores stock as many as 8,000 wine SKUs and the company employs a team of sommeliers and wine experts to help guide guests. Some of the company’s recent wine recommendations span from Louis Bouillot Perle de Vigne Cremant de Bourgogne Brut ($23 a 750-ml.) and Champagne Marie de Moy Grand Cru ($48) to Amici Sauvignon Blanc ($27) and Napa Reserve Cabernet Sauvignon ($100), Il Duca Imperiale Cardinal Red ($13), and Nobilis Vinho Verde White Blend ($10).

The non-alcoholic space continues to gain momentum at Total Wine too. Some of the stores’ best-selling labels in that sector include Owen’s Craft Espresso Martini mix ($14 a 4-pack of 8-ounce cans), Athletic Run Wild IPA ($20 a 12-pack of 12-ounce cans), Ritual Zero-Proof Gin and Tequila (each $28 a 750-ml.), and Mocktails Nitro Espresso Martini ($15 a 4-pack of 6-ounce cans).

Beer is a lesser player at Total Wine, but the stores still offer a large selection at upwards of 2,500 SKUs, which includes seltzers and malt-based RTDs. Rice points to continued momentum for light lagers and imports. The company has recently promoted newer products like Wrexham lager ($12 a 4-pack of 16-ounce cans), Founders KBS Double Oaked imperial stout ($23 a 4-pack of 12-ounce bottles), and LightStrike Hard Refresher Lemon-Lime and Orange-Mango ($10.50 a 4-pack of 16.9-ounce bottles).

“We make sure we’ve got a mix of well-known staples and more unique, trending, and seasonal items,” Rice says. “We’ve worked for several years to put the investments in place to meet customers where they are, emphasizing our low prices to save customers money, our omnichannel offerings of pick-up and delivery, and by offering the broadest selection, particularly by leaning into hot categories like Tequila, Bourbon, and canned cocktails. This has helped us compete and grow.”—Laura Pelner

Tagged : Total Wine

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