Total Wine & More, the largest wine and spirits retailer in the United States, has announced ambitious growth plans, aiming to reach 300 stores by the end of 2025.
With a strong blend of physical expansion and digital innovation, the company is reshaping the retail landscape for wine, spirits, and beer enthusiasts across the country.
A Growing Giant in Alcohol Retail
As of now, Total Wine operates 277 stores across 29 U.S. states, far outpacing competitors like Costco and Safeway/Albertsons in terms of both volume and selection. The company serves a massive customer base of 18.5 million annually and sells up to 260 million bottles of wine, spirits, and beer each year.
With USD 6 billion in annual revenue, the company's product mix is dominated by:
- Spirits (43%)
- Wine (38%)
- Beer and other products (19%)
These figures highlight a balanced portfolio that appeals to a wide range of consumers.
Expansion Strategy: New Locations & Digital Power
In 2024, Total Wine opened 14 new stores, and CEO Troy Rice confirmed that the company plans to maintain this pace, targeting 15 to 20 new locations per year over the next five years. Market analysis plays a crucial role in this process, as Total Wine focuses on entering areas where its presence will have maximum impact.
But physical growth is only one side of the story. The company's omnichannel strategy is becoming increasingly central to its business model. Digital sales now account for 18% of total revenue, and digital engagement continues to grow at a fast pace.
E-commerce as a Growth Engine
The company’s website, totalwine.com, attracts more than 190 million visits annually, while its mobile app has been downloaded around 7 million times and maintains 1.8 million active monthly users.
According to Rice, 65% of customers start their shopping journey online, whether browsing product information, comparing prices, or learning about producers. However, many still choose to finalize their purchases in-store, highlighting the company’s strength in blending the digital and physical experience.
Investments in technology have significantly improved user interfaces, product discovery tools, and integration across channels. Total Wine is now positioning itself not just as a traditional retailer, but as a fully integrated omnichannel platform that educates, inspires, and serves consumers wherever they are.
Customer Experience: At the Heart of Expansion
The retailer's success also stems from its focus on customer experience. Both in-store and online, Total Wine offers educational content, curated selections, and an unmatched assortment of products. The ability to combine vast inventory with personal recommendations and local community engagement helps create a loyal customer base.
As the company continues to expand, this dual emphasis—physical footprint and digital integration—will be central to its growth strategy.
Looking Ahead: Innovation and Leadership
With its sights set on 300 stores by the end of 2025, Total Wine is not just expanding its reach but reinventing what wine and spirits retail looks like in the U.S. The company’s commitment to innovation, customer convenience, and omnichannel excellence positions it well for continued success in a highly competitive market.
Source: Vinetur