Total Wine & More Expansion Continues

"The competition is fierce in Florida. The owners are very tight about information. I can't let you take any pictures in the store." -Total Wine's Tampa (Dale Mabry) Store Manager.

Total Wine & More comes across as protective about their approach to wine retailing, which appears to be working well. Total's large "wine supermarkets" already dot the east coast, each positioned between grocery stores, big box retailers, and traditional wine stores.

Founded by the Trone brothers, David and Robert, Total Wine now also employs brothers Thomas and John Trone. The Trones and their staff are well educated, with many MBA and other advanced degrees. The Trones began with one existing 1000 square foot store in Claymont, Delaware. They quickly learned the lessons of wine retailing and developed their plans for a new kind of wine store. In 2004, sales topped $300 million in 35 stores, a respectable $8+ million per location.

The billboard over the newly opened Tampa store advertises Total's biggest competitor in the area, ABC, which has a much smaller store across and just up the street.

Florida has been the most recent state Total has entered, making waves in Tampa, Fort Myers and Fort Lauderdale.  Winewaves recently visited three Total Wine locations: Tampa, Raleigh (Brier Creek), and McLean, Virginia.

From the outside, Total Wine fits into any "big box" retail development. Locations average about 20,000 square feet. Neon channel letter signage, lots of glass, and easy parking invite you to shop. The Tampa location was freestanding, the Raleigh store was in a new strip center, and the McLean store was previously a grocery store.

Inside, store manager and wine manager booths are near the entrance. Copies of circulars and Total's free magazine are available just inside the door.

Ceilings are high, and aisles run front to back. Wine is displayed in case boxes, on shelves standing up, and laying down in bins. Aisles are wide, with shelves tall enough that you cannot see over them. This supermarket approach makes it hard to spot a wine consultant in another aisle.

Lighting is good throughout, with higher priced wines typically displayed under spot halogen lamps on higher shelves.

Aisles are laid out and labeled in multiple arrays. You can shop by varietal, country of origin, wine style (e.g. "light dry red" or "rich white"), new items, best selling items, staff recommendations, and specially featured. Most wines are displayed in multiple places in the store, so you won't overlook anything.

You'll find a lot of labels you may have never heard of. Total refers to these as "previously unsigned" or "winery direct" labels. There are very well known labels in stock, but they don't seem as obvious here. Shelf talker cards are used liberally to "talk up" the new and winery direct labels. No doubt, the labels unique to Total Wine contribute a lot to a successful store. Total buys these wines at pricing which delivers superior margins, and these "proprietary" labels are not subject to neighborhood price wars.

With the explosion of wine labels and information, the consumer appears to be open to new labels and willing to spend $6-$20 on unknown quantities.

There are differences between the locations. Florida stores sell liquor. The McLean store was larger, stocked many more French wines, and offered free tasting on Saturday. The Raleigh store was a bit smaller with fewer labels.

Total Wine employs wineaccess.com as the platform for its store websites. While unexciting, you can place an order for pickup using the site, even in areas which prevent online sales.

The Total Wine approach isn't everything for everybody. The overall presentation is simply not as much fun or as visually stimulating as some other large wine stores. And Total can seem a bit overly predictable. Also, the "& More" part of the merchandising mix lacks "critical mass".  But if you're willing to try new wine labels, and don't want to spend a lot for the average bottle, you'll probably like Total Wine. Those seeking more familiar labels or looking for a treasure hunt wine experience might discover Total Wine doesn't replace their favorite store.

Comments

[dave mason]

Please send me info on starting up a franchise in my area...Dave Mason, 540-238-9351...Thanks, Dave

[marilynn muszynski]

I would love to start up a franchise in my area. Wilmington NC needs good wine choices!

[ceciley elnito hyman]

can you put a total wine & more in wilmington nc it need more places there and it don't got nothing there in wilmington nc and every location have it accept for wilmington nc and get a land for that and it need something down there in wilmington nc and it need a wine store in southern eastern north carolina and you always put everything in raleigh nc and not wilmington nc and it need something too.

[taviyon reaves johnson]

can you put a total & wine in greenville nc and it need a wine place in greenville nc because it don't no wine place in greenville nc and it cool and relaxes place for a cool wine area.

[Rebecca Snyder]

Speaking from the perspective of an independent wine store that is competing very well against Total, I find the company to be predatory and bullies. Being protective of what you do is great, but I think the average person would be appalled at their practices.

[Jerry]

Rebecca, Thank you - I have heard this before. [Where is your store?]

I have been reading the enthusiasm for Total Wine as an indication of the desire of consumers for more ease of self-service shopping and standardization of product. The same reason people used to buy cases of Blackstone Merlot, and why they buy cases of Mark West Pinot Noir these days. I expect a surge in wine store franchise concepts - like "Winestyles" which is coming along in Florida I believe.

[A Casual Observer]

My first visit to the new Total Wine store in Palm Beach Gardens, FL revealed the following: The only Rex Hill Pinot Noir label they inventory carries the Oregon appellation. The Rex Hill website lists five Pinot Noir current releases. The Oregon is not one of them. TW&M does not offer the spectacular and reasonably priced Rex Hill Pinot Gris or the Chardonnay.

TW&M advertises Rombauer Chardonnay '04 at $23.99 but had none in stock. They've allowed shelf space for only 12 bottles, so chances are you'll constantly find it to be out of stock. The current release, according to the Rombauer website is the 2005, so the 2004 is out-of-date.

The store is cluttered with labels for several Apex and Bridgman varietals. These labels were owned previously by Washington Hills Winery. It went out of business because the wines didn't sell. Brian Carter has more experience as a chef than as a winemaker. One of the principals was Harry Alhadeff who at one time owned a chain of retail wine/liquor stores across Washington State. Could he possibly be a principal in TW&M? That would explain the presence in such quantity of wines that never sold well in Florida.

Look carefully at the TW&M catalogue with special attention to the American Chardonnay section. Note that the majority of the vintages are 2004, with many 2003's, 2002's, and even some 2000's. Many of these wines are past their peak. If they haven't been stored properly, they could be cooked, oxidized, or worse. Only a knowledgeable winophile should tread in these aisles.

Big box retailers are known for their habit of offering apparent huge discounts on distressed and out-of-date merchandise. Last year's Sony stereo or Frigidaire refrigerator might be a great buy at 30% off, but wine has a shelf life. You might not want to try your luck especially when you're serving the wine to your boss or a potential client.

Frankly, I'm not impressed...

A Casual Observer

[Winefamily]

I think these negative posts are from competing business that are feeling the pinch!

I have always had excellent experiences there and have found many values in these smaller vineyards.

Sure they may be a big box retailer, but have invested much into the business and are doing a fantastic job! GO to their webties yourself and see the commitment they have into the industry! totalwine dot com

[A Total Wine Manager]

Beware!

[Andrew]

Any grocery store can mindlessly push Mark West Pinot Noir, Kendall-Jackson Chardonnay or Columbia Crest Merlot. Total Wine & More is a large retailer with the mentality of a small boutique store. The company's wine team is constantly seeking high-quality, family wineries (who normally dont'have the means to distribute their wines)with unique offerings, at every price point, to share with customers. Further, few if any wine stores can offer the diverse selection of classed-growth Bordeaux, Burgandy, C-D-P, top CA wines, and other wines from around the world.

[C. Raymond]

Could you please send me info on how to apply to start a franchise in Moncks Corner, south carolina. thanks

[Kathy Church]

Would it be possible to open another Total Wines store in the Mt. Pleasant, S.C. area? We presently have a store in the Charleston area, but Mt. Pleasant and surrounding area could certainly support another store. I would be interested in knowing more about your franchise opportunity. Kathy Church

[Myrna Bridges]

Please open a store in the St.Lucie West,FL/Tradition area. I have to travel 45 miles to Palm Beach.

[Greg A]

Total wines is all about pushing there own 2 Buck Chuck they get there lesser known wines from Country Vintners and try and do the old switch and bait. You go there looking for one product that is sold at a penny over cost but they push you into purchasing there own label that they make 400% on and is $2 less than what you wanted. They have at least 100 of these wines that are made to taste just like the well known brands so they can get you drinking them instead of your favorite wine. It is sad they they do this it only hurts the little local wine shop that samples wine day in and day out to find the hidden gem that in 5 years will be the next hot wine. Don’t forget without the little guy you would of never had any of these new big name wines such as Rex Goliath or McManis ( The big stores didnt buy these wines until the small guys made it popular..... Total Wines SUCKS!!!!! SUPPORT YOUR LOCAL WINE SHOP!

[Kevin]

I would like some info on franchise opportunities. I live in the fastest growing area of Florida, north of Tampa. We have to drive over an hour to your store in Tampa. Please help! PS. I was a huge fan of your stores in Virginia. Thanks

[wine guy]

Total wine does not offer franchises, this is a family owned business. Avg. startup cost per store is approx 5m.

[wine guy]

To Greg A. Sorry about your feelings. Total wine offers much better service than Costco, while matching and often beating their prices.

I will withold my opinion of Rex Goliath, but suffice to say that you can get a much better wine for the same or less cost, that doesn't include the large advertising busdget that they have.

I suspect you are working for a small wine store that is perhaps getting hurt by total wine. There must be a reason for that. No need to vent your bile on Total wine.

They have a great business model and offer fantastic products at great prices, end of story.

[Jrbaudio]

As a former employee of TW&M I can certainly appreciate the plight of the small wine shop, but as a consumer I want more selection at a lesser price = value. The big box concept that is TW&M frankly delivers that. I never winessed any "bait and switch" - wine is a limited commodity, especially good wine and sometimes we miss the mark on demand. The writing is on the wall, unless the boutique wine shops can deliver a better selection, they deserve to go the way of the 5 and 10 stores. TW&M favors competition as an opportunity to learn and deliver better pricing and service. As far as the selection, I would certainly steer a customer away from a WD product I felt they would not like - the last thing I wanted was a cutomer coming back to me unhappy that I had sold them a "lemon". I challenge anyone to walk into any big box retailer of any product and recieve the hands on service and knownledge that you find at TW&M.

[Mark]

Would like Franchise info for a store in Mount Pleasant, SC.

[julie fonvielle]

We really do need a Taotal wines here in Wilmington NC. I lived in Raleigh and every time I go there for a visit I always make a stop there. Great place

[Christine Proctor]

I recently visited one of your stores in Raleigh, NC and was absolutely amazed !!! I found a highly knowledgeable employee who knew quite a bit about all the different wines that I was interested in and was extremely helpful with my wine selections. I am now a big fan of your store and am recommending it to everyone I know. Unfortunately, I don't live in Raleigh, so my visits will be limited. But you can be sure I will vist your store again.

[Cork Dork]

TW&M is the best thing that has happened to the wine industry since the creation of the grape itself. Where else will you find a larger selection? I have read other comments on this retailer however on my recent trip to Napa I asked every winery I visited how much of an asset TW&M is to them, response: BEST IDEA EVER! Many of the small, family-owned,"better" wineries were very enthusiastic to talk about how many states you can now find their product. Thanks Total Wine for expanding our selection and at the same time our knowledge!

[Rouben Aftandilian]

Hello:

I live in San Diego, California. Where is the closest location of a Total Wine store?
Do you ship within a state?

Thanks,
Rouben Aftandilian

[Toni Ettore]

total wine is corporately owned, you cannot buy into the franchise like its a subway

[BigTarheel]

As with any very successful business, there are a number of haters. Total Wine & More is constantly adding a number of knew wines every week. These include artisanal Bordeaux producers, wines from emerging areas in Spain, and great boutique CA wineries such as Domaine Alfred. This will continue to happen as Total Wine's success and commitment now has the best wineries in the world seeking out partnerships with the company. The "old-boy" network and distributors and small-wine shops fears the change that they have been refusing to make for years. You shouldn't do all your wine & beer shopping at Total Wine, as their are many great wines of the world scattered amongst your local wine shops, both big and small. However, if Total Wine is not a part of your regular wine & beer venues, yoiu are only hurting your collection and your bank account.

PS Total Wine will be in San Diego, soon. The West coast is the active frontier for current expansion.