Strategic Sips

As the alc-bev industry shifts, Total Wine & More has taken center stage as the leading U.S. wine and spirits retailer, surpassing industry giant Costco. With a name like that, it’s not entirely surprising, but their steady rise to $6 billion in annual sales didn’t happen overnight.

Despite a decline in alcohol sales across categories, driven by anti-alcohol campaigns and younger consumers opting for wellness-focused choices, Total Wine & More shows no signs of slowing down. The company’s strategy—offering a deep selection, low prices, and knowledgeable staff—gives them an edge over other retailers like Costco and Safeway/Albertsons. Plus, they plan to open 15 to 20 new stores annually, focusing on affluent neighborhoods that value a curated selection and strong customer service.

They are also benefiting from the current consumer shift. Today’s consumers aren’t loyal to just one type of alcohol. They’re what I like to call “alc-bev agnostic”—mixing a bottle of wine into the cart with beer and seltzers. Total Wine & More capitalizes on this by offering an immense selection: 8,000 wines, 2,500 craft beers, and 5,000 spirits in each store!

Their digital presence further boosts this by integrating online shopping, apps, and loyalty programs, creating a holistic customer experience across all categories of alcohol. Their wine app and delivery options have turned this once-traditional retailer into a formidable digital marketplace, rivaling Wine.com. Before 2020, their online business accounted for just 2% of sales; now, it’s 20%.

Even with their current growth, Total Wine & More is staying true to its original values of great customer service, wide selection, and competitive pricing. I personally always enjoy walking into a Total Wine & More store. They are clean, organized, and the staff is approachable and friendly. They are strong advocates for the alc-bev industry and seem to be doing things the right way.