How Total Wine Overtook Costco As The Biggest US Wine Company

What else Total Wine can offer its customers

Total Wine boasts both availability and affordability, but there's more to it than that. These stores are staffed with exceptional wine knowledge, employing hundreds of wine experts. Through weekly training sessions, seminars, and regular tastings, many employees are well-versed in all aspects of wine, enabling them to guide customers effectively—whether they're seeking the finest red wine blend under $30 or a refreshing sparkling option. With tastings, loyalty programs, a customer-friendly app, and a straightforward store layout, the chain strives to make its wines accessible to everyone. In summary, while Costco's wine department also provides a wide selection and competitive prices, Total Wine & More has truly perfected the selection process, which customers seem to value.

The co-owners of Total Wine, brothers David and Robert Trone, have also focused on the business side of operations. David holds an MBA in marketing, while Robert has a law degree. This combined expertise has enabled them to build a successful business and gain a deeper understanding of both consumer behavior and alcohol regulations. As Robert mentioned in a 2024 interview with Forbes, "We do not open a new store until the first one becomes profitable... and we have never closed a store."

The unlikely origins of this superstore chain

Although Total Wine is now a prominent name in the beverage industry, its beginnings were quite modest. Longtime patrons may be surprised to discover that the company originated as a gas station in Pennsylvania before evolving into a wine retailer over the years.

In addition to its extensive selection of wines, Total Wine locations also feature approximately 2,500 types of beer and 3,000 varieties of spirits, making it a true destination for adult beverage enthusiasts across the nation. Currently operating in 28 states, the company has plans for further expansion in the near future. The Trone brothers aim to open 15 to 20 new stores annually, and in a Forbes interview, Robert mentioned that the company conducts thorough research on neighborhoods before selecting new locations.

From its humble gas station roots to becoming a vast beverage empire, Total Wine has experienced significant growth. Will it maintain its status as the largest wine retailer into 2024? Only time will tell. In the meantime, if you're searching for the perfect wine blends to suit any budget, your local Total Wine is likely to have the variety and expertise you need.