Hardware Podcasts

#202 - Buyer Spotlight: Total Wine & More

The Startup CPG Podcast · 24 Jun 2025 · 1h 08m · Episode 164

What this episode covers

Michael Lowry, VP of Global Spirit Sourcing, and Andrea Starr, Senior Director of Merchandising at Total Wine & More, explain how the largest independent alcohol retailer in the U.S. discovers, evaluates, and scales new CPG brands. They discuss the critical role of packaging design in spirits and seltzers, the shift toward flavor-driven purchasing, and the rapid growth of the non-alcoholic and THC beverage categories. The guests detail Total Wine's data-driven assortment strategy, their preference for brands that invest in staff education and tastings, and the logistical realities of getting products onto 300+ store shelves.

Most relevant to

large enterprises

Topics

Mentioned

Companies
Total Wine & More, Diageo, Edrington
Products
Maker's Mark, White Claw, Grey Goose, Bombay Sapphire, Don Julio 1942, Chartreuse, Macallan, Zul, Buzz Balls, Beatbox
Also
Vin Expo, ProVino, Bar Convent, Tales of the Cocktail, Sweets & Snacks Expo, Expo West

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