California Centers

SEP 2017

California Centers Magazine serves retailers, developers, shopping center owners, investment sales brokers and tenant representation firms throughout the state of California.

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10 California Centers Magazine | September 2017 C C W hen in the market for alco- holic beverages and related products and accessories, there are many purchase destinations to choose from, depending on one's criteria (taste, origin, availability, price point, convenience, etc.). To- tal Wine & More is one option that aims to become the primary source for the majority of consumers in the marketplace. As a market leader in price, service and selection, it suc- ceeds in achieving this based on an intimate knowledge and dedication to this specialized category of retail. Edward Cooper, Total Wine & More's vice president for public affairs and community relations, notes, "Our se- lection is so vast that we're able to of- fer something to every customer, and cater to specific needs, regardless of taste, experience or preference." The U.S. alcohol beverage market generates approximately $211.6 bil- lion in sales annually (of which wine comprises about 15 percent). The typical 20,000- to 40,000-square-foot Total Wine & More store carries more than 2,500 beers, from America's most popular brands to hard-to-find mi- crobrews and imports. It also stocks approximately 3,000 different spirits in every style and price range. But it's in the category of wine that the stores have truly set themselves apart from the competition and earned a distinc- tive reputation. The company aims to offer the na- tion's best wine selection, with an emphasis on fine wines, because of its unique understanding of the pas- sion many customers have for wine. It's the reason the stores carry more than 8,000 different wines from every wine-producing region in the world, including more than 2,000 wines not available at any other store. It's also why Total Wine & More employs 600 wine service associates and 50 of the most knowledgeable wine experts (a uniquely dedicated team of wine professionals). The wine team mem- bers participate in extensive training programs, weekly wine tastings and monthly wine producer seminars. In addition, many travel extensively to winemaking regions globally, to meet with producers and learn about their wines and production methods first hand. The goal behind it all is to ensure each store customer has an exceptional wine buying experience, whether they are new to the world of wine consumption or a seasoned en- thusiast. The concept additionally has a va- riety of ways for customers to learn more about the wines, beer and spir- its to be found on the store shelves. Each location hosts periodic tastings, special events and private classes. At these in-store events, interested con- sumers can gain access to and inter- act firsthand with various experts, winemakers, brewcrafters and indus- try professionals. A concierge sales team is devoted to finding unique wines to offer to the store's most dis- criminating connoisseurs, as well as locating hard-to-find, highly allocat- ed and collectable wines on request. These veteran professionals are avail- able for assistance, whether to track down a rare bottle of a limited pro- duction run, or help curate a cellar 's worth of prestigious fine wine labels. Another offering is space made avail- able to accommodate a themed par- ty, business or club meeting, or office event, which can also dovetail with the educational component, via class- es geared around pertinent products. The chain is also widely regarded for having the lowest prices on wine, spirits and beer every day. This is attributed to its tremendous buying power and special relationships de- veloped with producers, importers and wholesalers. The considerable savings achieved by corporate buyers are then passed onto customers at the retail level. Customers of Total Wine & More can reliably expect to have made a confident, frugal purchase during an ultimately comfortable and enjoyable shopping excursion. That is the embodiment of the Total Wine Experience. Since the opening of the chain's first location in 1991 in Delaware, the founders of Total Wine & More, brothers David and Robert Trone, have demonstrated a commitment to supporting the communities in which their stores are located. Each store location strives to be a responsi- TOTAL WINE & MORE An Exceptional Wine, Spirits and Beer Buying Experience. Total Wine & More is known for its service and its selection of goods. Total Wine & More operates more than 20 locations in California.

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