# #202 - Buyer Spotlight: Total Wine & More

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-06-24
- Length: 1h 08m
- Episode: 164
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-06-24-202-buyer-spotlight-total-wine-more
- Listen: https://share.transistor.fm/s/dcdf754f

## Summary

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.

## Outline

1. Introduction and Company Overview
2. The Role of Packaging and Brand Equity in Spirits
3. Packaging Dominance in Beer, Seltzer, and Novelty Beverages
4. E-Commerce Strategy and Digital Growth
5. Product Discovery and Sourcing Processes
6. Route to Market and Distribution Logistics
7. Brand Activation, Tastings, and Staff Education
8. Emerging Trends: Flavor, THC, and Functional Beverages

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)

## Most relevant to

large enterprises

## Mentioned

- Total Wine & More (company)
- Maker's Mark (product)
- White Claw (product)
- Grey Goose (product)
- Bombay Sapphire (product)
- Don Julio 1942 (product)
- Chartreuse (product)
- Vin Expo (other)
- ProVino (other)
- Bar Convent (other)
- Tales of the Cocktail (other)
- Sweets & Snacks Expo (other)
- Expo West (other)
- Diageo (company)
- Edrington (company)
- Macallan (product)
- Zul (product)
- Buzz Balls (product)
- Beatbox (product)

## Related episodes from other shows

- [259 - It's definitely NOT beer with Not Beer founder Dillon Dandurand](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-05-01-259-its-definitely-not-beer-with-not-beer-founder-dillon-dandurand) (People of Packaging)
- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [63 - Marian Leitner-Waldman from Archer Roose Wines](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-06-15-63-marian-leitner-waldman-from-archer-roose-wines) (People of Packaging)
- [279 - Aluminum Tequila Bottles? De Nada!](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-08-22-279-aluminum-tequila-bottles-de-nada) (People of Packaging)
- [311 - Beyond Beers: How THC Drinks Are Disrupting the Beverage Market w/ Josh and Shea from Green Street Beverages](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-05-20-311-beyond-beers-how-thc-drinks-are-disrupting-the-beverage-market-w-josh-and-sh) (People of Packaging)

## Citing this page

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