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Total Wine & More
Total U.S. Sales
$4.94 billion total U.S. sales in 2022, according to the National Retail Federation
Total U.S. Stores
263 in 28 states
Headquarters
Bethesda, Maryland
Key Facts
- Privately owned and operated by Retail Services and Systems
- Founded in 1991 by brothers David and Robert Trone
- Stores average 25,000 square feet, but some locations can be double that size
- A typical store carries in the neighborhood of 13,000 products
- The U.S.'s largest independent retailer of wine
- Its "Winery Direct" and "Spirits Direct"wholesale programs bring wine and spirits directly from the producer to the consumer
- Employs more than 11,000, including more than 2,000 wine service team members and more than 420 wine experts
Key Executives
- Owner: David Trone
- Co-Owner: Robert Trone
- Chief Executive Officer: Troy Rice
- Chief Technology Officer: Tom Kooser
- Chief Stores Officer: Robert Hammack
- Executive Vice President, Mark Powell
- EVP, Chief Marketing Officer: Keith Colbourn
- EVP, Chief Digital Officer: Christina Callas
- EVP, Human Resources & Chief People Officer: Matthew Lutcavage
- Senior Vice President of Analytics, Design, and Product Management: Vikas Chawla
- SVP, Business Planning and Financial Analysis: Manuel Haro
- Regional Vice President: Blaine Predmore
- VP, Wine Merchandising: Brian Gelb
- Market Position and Strategy Overview
- Must-Know Terms
- Promotional Strategy
- Merchandising
- Internet Marketing
- Mobile Marketing
- Social Media
- Store Formats/Growth
- Loyalty Programs
- Private Label
- Circulars & Publications
- Cause/Community Programs
- Marketing Expenditures
- Displays and Signage
- Customer Segments
- Solution Providers
Market Position and Strategy Overview
![total wine MN](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2023-11/totalwinemnnew.jpg)
Market Position and Strategy Overview
Total Wine & More was founded in 1991 by brothers David and Robert Trone when they opened a store in Delaware before adding more locations in Delaware and Maryland. By 1998 they acquired Washington, D.C.-area chain Total Beverage, and from there Total Wine & More was born.
Currently, Total Wine & More operates 263 superstores in 28 states and continues to grow. Because it is a private company, it does not disclose its annual sales, but according to the National Retail Federation, Total Wine's 2022 sales amounted to $4.94 billion. A Forbes.com article on Total Wine reported that the retailer had $6 billion in sales for 2023, making them the top alcohol retailer in the U.S., outpacing Costco and Safeway/Albertsons in wine and spirits sales.
The retailer’s strategy focuses on stocking a huge variety of beverages, selling at low prices, and having an informed, trained sales team.
A typical store carries approximately 13,000 products, namely wine, beer, spirits, seltzers, non-alcoholic drinks, cocktail ingredients, bar tools, snacks, glassware and other items. In terms of specific alcohols, stores usually stock:
- More than 8,000 wines from every wine-producing region in the world.
- More than 2,500 beers, including domestic, imported and rare microbrews.
- More than 5,000 spirits, in a variety of price ranges.
Total Wine credits its buying power and relationship with producers, importers and wholesalers for enabling the retailer to offer key savings. Total Wine has a “Winery Direct” option, where wholesalers clear wine at reduced margins. It also price shops other retailers to ensure their prices remain the lowest.
The retailer employs more than 11,000 people. That includes more than 2,000 wine service team members and more than 400 wine experts, aka Total Wine Professionals. Members of the wine team receive extensive training, taking part in weekly team wine tastings and monthly wine-producer seminars. Many also travel to wineries to meet winemakers and learn firsthand.
Robert Trone, co-owner of Total Wine, told Forbes "when we open a store we do not open another one until the first becomes profitable....and we've never closed a store." Total Wine plans to open 15 to 20 new stores a year, he added, with the team focusing on areas with higher income populations as well as customers who want a variety of wine options and good customer service. "We are following more of a Whole Foods strategy, with real estate, but we have low prices."
Trone also cites the brothers' business backgrounds being crucial to their success, with David having an MBA in marketing and Robert holding a Juris Doctor. Marketing know-how has provided one key advantage, but the legal background helps them navigate each state's unique alcohol laws.
Total Wine has invested heavily in technology, offering an app that does far more than list available products (see Mobile Marketing). According to Trone, prior to COVID, Total Wine did 2% of its business digitally, but that has since grown to 20%.
Must-Know Terms
Must-Know Terms
- &More Rewards: A free-to-join, tiered loyalty program that earns shoppers points for every dollar spent. (See Loyalty Programs.)
- Total Wine Professional: Associates who pass a training course and a series of tests that cover geography, regulations, people and producers. Total Wine has more than 400 certified professionals and aims to eventually have one in every store.
- Concierge: A program where Total Wine can assist customers in planning events such as office parties or a wedding, or help them plan a wine cellar.
Promotional Strategy
Promotional Strategy
Total Wine calls itself America’s Wine Superstore, the country’s largest independent retailer of fine wine.
![total wine derby novi michigan](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2023-11/totalwinederby.jpg)
Much of its promotional strategy focuses on:
- Its variety of wines, beers and spirits.
- Its commitment to selling quality products at the lowest prices — made possible through their buying power and relationships with producers, importers and wholesalers.
- An informed staff, including certified experts who receive extensive training.
Stores tend to hold regular tastings and offer courses to introduce products to shoppers as well as inform and provide experiences.
Email blasts cue subscribers into deals (including limited-time flash offers on, for example, $15 off a $75 Winery Direct purchase), new products, suggestions for special occasions or holidays, and highlight top sellers at a local store.
They also run promotions on specific categories. Limited-time specials mostly focus on wine offerings, but the website, social media, e-newsletters and in-store displays focus on specific holidays (tequilas for Cinco de Mayo, for example), occasions (bourbons for Father’s Day), new products, collaborations or producers. Sometimes celebrities visit stores to help launch a product they've invested in or helped create.
Sunday newspapers frequently have free-standing inserts offering discounts on bulk purchases or a deal such as $10 off a $50 wine purchase. Total Wine also sends out direct mailers with coupons such as $2 off beer or 20% off a wine purchase. For new store openings, the retailer has offered coupons to be redeemed for free, branded glassware. Mailers also direct people to the website or to the app.
Merchandising
Merchandising
Total Wine stores carry more than 8,000 wines, 2,500 beers and more than 5,000 spirits.
The stores themselves are meant to be an experience. Shoppers can explore brightly colored displays and browse the vast selection. The stores are well-lit, organized, and tend to be amply staffed so customers can quickly get questions answered or receive suggestions.
![total wine new](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2023-11/totalwinenew_0.jpg)
The average Total Wine has:
- Elaborate displays dotting the store. Usually there will be spectaculars near the front and throughout the store, usually touting new arrivals as well as seasonal options and limited time deals. Endcaps also highlight deals, new arrivals and local products.
- Specialty offerings (gluten-free, non-alcoholic) and anything tied to being an at-home bartender await shoppers.
- A “New” gondola with merchandising and signage space for four new SKUs at a time.
- Coolers around the perimeter, stocked with chilled wines, beers and seltzers.
- A cigar humidor, typically near the front of the store.
- A classroom toward the back of the store.
- Tasting stations: Typically there are two permanent stations. One is near the center of the store and another along a far wall. Occasionally pop-up tastings are held (where permitted by law).
![total wine heineken silver](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2023-11/heinekensilvertotalwine.jpg)
- One side of the store is stocked with wines from all over the world (with Old and New World options kept separate), sorted by varietals, of varying price points and sizes (including 1.5-liter bottles, gallon jugs and boxed varieties).
- Another section is stocked with liquors and liqueurs, covering a wide variety of flavors, origins and price points.
- Locked cases for premium items.
- Approximately one-third of the store is stocked with beers, ciders and seltzers. (The beer side being the “brewery district.”) Many single-serving options are available as well as cases and barrels. A few aisles feature bar snacks, cocktail ingredients (bitters, olives, preserved cherries), napkins, stirrers, bar tools, glassware and gift options.
- Shelves near the front normally display local, regional and specialty options (like organic wines).
- Small coolers throughout the store are stocked with cheeses or dips for wine pairing.
- Islands with dozens of grab-and-go mini liqueurs and liquors are located near the checkouts.
Internet Marketing
Internet Marketing
TotalWine.com is designed to facilitate search for specific items and by a specific location to check availability as well as explore. The website is box- or grid-based.
Across the top of the homepage, is the header with the logo, a search window, and pickup or preferred location. (Total Wine’s website will highlight popular categories from that particular shop and also run banners on flash and limited-time ales.)
![total wine website](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2023-11/totallwinewebsite.png)
Above that is a notification bar, sharing recent news (such as delivery being available) and inviting site visitors to shop.
A split banner features a slideshow on one side, letting visitors know that Total Wine has low prices and thousands of spirits, along with current limited-time specials and seasonal offerings. Next to the carousel is a call to action, inviting people to create an & More Rewards account or to sign in.
Drop-down menus below the banner invite browsers to follow breadcrumb navigation that leads to many subcategories, including:
- Wines: New and trending, limited time specials, fine and rare, reds, whites, roses, champagnes and sparkling, sweet wines and more.
- Spirits: Fine and rare, by type, new and trending, cocktail recipes and mixology essentials.
- Beer and seltzers: New and trending, beer styles, hard seltzers and flavored beverages (including non-alcoholic options, to accommodate growing consumer interest), craft beer, imported beer and beer accessories; seasonal suggestions and kegs/celebration sizes are searchable and shoppable, too.
- Accessories and more: Cocktail tools and ingredients, candy, snacks, garnishes, mixers, glassware, wine accessories, cigars and cigar accessories, party supplies, gift bags and boxes, and gift cards. Within the site there’s a gift guide that lets people shop by price (from $10 and under to a $1,000+ Armagnac), recipient, occasion or category (red wine, tequila, etc.).
Clicking on a specific product will yield more information. Product highlights give a brief description such as if a celebrity is involved or if the producer has won awards. Product details include country of origin, the type of spirit/varietal/beer style and type, ABV (alcohol by volume), the brand (sometimes with a link that leads to more information about the producer), region, body, flavor notes, food pairing suggestions and more.
When a consumer logs in they will get recommendations based on past purchases and searches and check their rewards status. The website has a “my deals” option, which showcases limited-time specials plus digital coupons consumers can load to their accounts (see Loyalty Marketing), and also encourages site visitors to download the retailer’s app and sign up for emails.
Sliders highlight the loyalty program, low prices and variety, and seasonal picks.
The site also has guides, classes and events, and shoppable recipes in more than 30 categories, including mocktails, their mixologist’s suggestions, special occasions and more.
The footer has the standard components, from company information, store locators, classes and events, frequently asked questions, information on rewards, and shortcuts to download their app or visit their social media pages.
Mobile Marketing
![total wine app](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2023-11/twapp.jpg)
Mobile Marketing
TotalWine.com is shoppable on mobile devices, but the company encourages shoppers to download the retailer's dedicated app. People can opt in for notifications or have the app track their location to view store details and inventory.
The app lets users check past orders, buy again and change stores, and it has a tasting notes option to bookmark products they like or create a list of favorite items. They can also scan a barcode or label to search for products online or in-store. The search even tells them what aisle and bin a product would be located in.
Some customers can download coupons to their account, but not all states allow coupons to be used toward the purchase of alcoholic beverages. If delivery is available in a shopper's area, that will be an option as well.
Social Media
Social Media
Total Wine's social media activity.
Facebook: 568K followers (as of November 2023)
Total Wine posts to Facebook nearly every day. Posts highlight new SKUs or a whiskey of the month as well as upcoming events. Sometimes founders (including celebrities) of various brands visit stores, and social media highlights that.
![total wine facebook](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2023-11/facebooktotalwine.png)
Social media posts include:
- Events: Highlighting upcoming visits from founders of various bev-alc brands as well as sharing photos from their store visits. Recent activity included ice hockey podcasters the Spittin’ Chiclets visiting Arizona stores, in partnership with New Amsterdam Pink Whitney vodka. Another event featured actress Rosario Dawson signing packs of her ready-to-drink cocktail.
- Hashtags: #WineWednesday, #WhiskeyWednesday, #NationalBourbonDay and many others highlight cocktail recipes, products or ingredients used to craft drinks.
- In-store classes and samplings.
- Learning opportunities, including information on wine regions, pairings and in-store classes.
- New store openings and products.
- Limited-time offerings.
- Team-member recognition and volunteer projects.
- Seasonal suggestions, such as sparkling wines for New Year’s or Father’s Day gift ideas.
Some individual Total Wine locations have their own social media pages, too, and post videos and pictures featuring their specific store or content similar to the main Total Wine account.
Instagram: 139K followers (as of November 2023)
Posts typically mirror Facebook activity.
YouTube: 10.8K subscribers (as of November 2023)
Total Wine’s YouTube channel’s stated goal is “share all the knowledge, fun and history about wine, beer or spirits.”
Videos are posted every couple months. More recently Total Wine has been posting commercials to their channel, but past videos highlight specific products (especially when commercials are uploaded). Other videos include top wines of the year countdowns, cocktail recipes and four ways to shop (same-day delivery, curbside pickup, in-store pickup, or shopping the store).
Pinterest: 12.1K followers, 3.6M monthly views (as of November 2023)
Created pins highlight brands and products, offer tasting notes and pairing suggestions, list recipes and share seasonal or limited offerings.
X, formerly known as Twitter: 51.7K followers (as of November 2023)
Posts typically mirror Facebook activity.
TikTok: 864 followers (as of November 2023)
Total Wine thus far has not posted any videos to TikTok, but has liked dozens of videos, some of which aim for humor while others highlight Black-owned merchants, recipes or hauls. Brands will showcase their products and tag Total Wine in their posts.
Store Formats/Growth
Store Formats/Growth
The retailer currently operates 263 stores in 28 states and steadily continues to open more locations in additional states.
On the TotalWine.com website, interested parties are invited to submit a property. Optimal prototype sizes run 20,000 to 25,000 square feet, with a preferred front of 130 feet and a preferred depth of 190 feet.
A typical Total Wine store averages in the area of 25,000 square feet, but some footprints can be as large as 50,000 square feet.
Loyalty Programs
Loyalty Programs
Total Wine has a free &More Rewards loyalty program with tiers determined by a member’s spend. Members can load digital coupons, where permitted by law.
Every state has different laws regarding alcohol sales, so loyalty programs vary slightly by location. (The state of New York does not have a loyalty program; all others do. Connecticut has its own Total Discovery program.)
Typically, the rewards program:
- Grants 10 points for every dollar spent.
- Offers opportunities to collect extra points on qualifying purchases.
- Earns $5 for every 5,000 points.
![total wine loyalty](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2023-11/totalwineloyalty.jpg)
Loyalty tiers break down as follows:
- Select: Up to 5,000 points.
- Reserve: 5,000 to 25,000 points.
- Grand Reserve: 25,000 or more points.
Each state’s regulations determine exactly what rewards a loyalty program member may claim. In some areas a $5 reward may be used toward alcohol or tobacco purchases, while other areas only allow rewards to be spent on non-alcoholic beverages, glassware and other items.
- Select members get personalized deals and records of past purchases. Typically loyalty card-holding military members enjoy bonus points on store brands.
- Reserve members get Select benefits, but also can redeem points toward discounted classes (where allowed or available) as well as a wine gift bag or reusable tote.
- Grand Reserve members enjoy Select and Reserve benefits, but can attend classes for free (where permitted); receive two wine gift bags or reusable totes per month; get six issues of Wine Spectator, Whiskey Advocate or Cigar Aficionado for the year; and receive priority access to select products.
Connecticut has its own Total Discovery loyalty program. Residents collect 10 points on every dollar spent or 15 points on every dollar spent on Winery Direct and Spirits Direct products. (See Private Label.) The tiered rewards are similar to other Total Wine programs around the U.S.: Select, Reserved and Grand Reserve.
Private Label
Private Labels
Total Wine doesn't have its own store brands. Rather, the retailer offers more than 2,000 Winery Direct and 900 Spirits Direct items purchased directly from wineries and distilleries (where allowed by law) at lower prices for inventory at their stores.
![total wine winery direct](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2023-11/winerydirect.jpg)
The "Direct" moniker applies to wines and whiskies either created for Total Wine or sold only at Total Wine stores in the U.S. (exempting states such as Minnesota, which require all retailers have full access to all spirits).
The Direct lineup includes wines of all varieties, scotches and bourbons, as well as Irish, Canadian and other whiskies. The branding and packaging may be created by the retailer alone or in cooperation with the bottler.
Winery Direct and Spirits Direct items are labeled in stores with yellow shelf tags and online with small branded icons on product listings. The retailer regularly promotes the assortment with seasonal bulk discount offers.
Circulars & Publications
Circulars
When Total Wine is opening a store, it sends out frequent flyers to the community. Typically they tout the store’s selection and low prices. Flyers have a coupon that can be exchanged for a Total Wine glass.
Cause/Community Programs
Cause/Community Programs
Total Wine has a stated dedication to have suppliers and products that reflect the communities they serve. That includes local partners as well as a Supplier Diversity Program. The latter connects companies to Total Wine’s decision makers as well as offers opportunities to be showcased in its Lifting Voices campaign that highlights companies owned by people of color, women, veterans, people with disabilities and members of the LGBTQIA+ community, often with entrepreneurs being featured in end-cap displays. Local and customized products are welcomed, too.
The retailer also is committed to social responsibility, due to the risks and consequences tied to alcohol misuse and abuse. As a result they encourage customers to imbibe responsibly.
People under the age of 21 are not allowed to enter stores unless they’re accompanied by an adult guardian of legal drinking age. (With the exception of Indiana, which forbids anyone younger than 21 from entering.)
Total Wine also suggests the Foundation for Advancing Alcohol Responsibility (Responsibility.org) as a resource for learning more about responsible alcohol use, and offers mocktails and mocktail recipes as an alternative to those who enjoy the flavor of cocktails without potential health risks.
Total Wine also has a stated responsibility to its local communities, supporting organizations its customers support, including arts, education, health and community causes, through hosting charity events, donating portions of daily proceeds and contributing items to auctions.
In 2021 the company donated more than $9 million in monies and in-kind donations to more than 13,000 nonprofits in 21 states, helping them raise more than $60 million. Every spring, its Bethesda, Maryland, and Boca Raton, Florida, corporate offices take part in a Week of Service, donating hours to beautify neighborhoods, tackle food insecurity and help with other social service initiatives.
Marketing Expenditures
Marketing Expenditures
Because Total Wine is a private company, it does not disclose advertising costs.
Displays and Signage
Displays and Signage
Signs at the entrance of Total Wine locations tout special deals, or near the winter holidays they might showcase the top wines of that year.
Displays greet the shopper the moment they go from the lobby to the store. A case stack by the entrance (and flanking customer service) features usually some type of wine or bubbly with the price and information from Wine Spectator that offers vintage, country or region, a description of the wine and sometimes food pairings. Typically there are several case stacks throughout the store offering similar information.
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Near the entrance are carts and baskets, along with additional case stacks and often some corrugated cardboard signage. The wall by the carts announces the specific Total Wine location.
The front of the store, as shoppers enter, will typically feature new products and some seasonal displays.
Displays can be elaborate, with many spectaculars throughout the store. They may feature national brands, prominently highlighting new products near the front of the store (such as Heineken Silver), or displays might tie in to occasions like the winter holidays, summer gatherings or tailgating with attention-grabbing props like corrugated cardboard cutouts, inflatables, barrels, distillery equipment, mannequins, large stuffed animals and more.
Overhead signage maps out store sections — wines, beers (“The Brewery District”), seltzers and spirits (“The Distillery”) — further broken down by specifics like country of origin or the type of spirit.
Suggestions and education are plentiful throughout the store. Local or new offerings are highlighted, as are top picks of the month or year, products for specific occasions or holidays.
Signs also offer quick tutorials, particularly in the wine section, designed to help the decision-making process and inspire purchases. They offer information on things such as ideal cheese pairings, the best glass for various wines and cocktails (and why), and alternative suggestions (if you like a red blend, you may enjoy …).
QR codes let people explore special promotions, including from producers.
Aisle violators tout the rewards program.
On weekends some stores offer samples, typically of wines, seltzers or premixed drinks. Stores usually have a tasting station in the wine section and sometimes in other parts of the store.
Customer Segments
Customer Segments
No demographic data is readily available for Total Wine customers (aside from being of legal drinking age), but Total Wine has focused on developing a solid understanding of what their customers want, whether it’s diet demands or preferences, religious practices or a specific occasion.
Typically they group customers as either loyalists, who come in regularly and explore; a person shopping for a specific event like a party or gathering; or the customer who comes in for a special or different experience, like a holiday or birthday. No matter the customer’s intent, however, Total Wine has said it aims to help them consistently, to serve their needs and help them decide.
Solution Providers
Solution Providers
- Omnichannel retail planning platform: o9 Solutions, Dallas
- Mobile vehicle billboards: Movia, Toronto
Total Wine & More Promotional Calendar
A roundup of seasonal promotions.
January
- Whiskey of the Month: Regular feature online and on social media, often with in-store classes promoted or some history of the spirit.
- New Year: With lower calorie, low-carb options.
- Dryuary: Mocktail options.
- Super Bowl: Leading up to the 2023 game in Glendale, Arizona, area stores held events featuring celebrity partners. During the NFL playoffs, social media shared recipes for themed cocktails.
- Cocktail of the Month: Curated by their Master Mixologist.
- Cigar of the Month
February
- Black History Month: Featuring Black-led brands.
- Super Bowl: Tailgate recipes and other game-day options.
- World Bartender Day: Featuring their Master Mixologist Molly and her cocktail creations.
- National Margarita Day: With recipes.
- Mardi Gras: Social media highlights festive products like a seasonal Abita Mardi Gras Bock.
- Galentine’s Day: With recipes for cocktails.
- Valentine’s Day: Cocktail suggestions, like a Love Potion with product recommendations and a recipe.
- Yellow Tag Event: Savings on multiples of Winery Direct wines and Spirits Direct spirits.
- Whiskey of the Month
March
- Opening Day: Noting the start of baseball season and highlighting beer (and hot dogs, for 2023).
- Women’s History Month: Social media focuses on women-led wine partners.
- St. Patrick’s Day: Social media activity touts green cocktail and Irish coffee recipes. Irish beer and whiskies. Totalwine.com highlights holiday essentials as well as Irish beers, whiskies and creams.
- Whiskey of the Month
- Yellow Tag Event
April
- April Fool’s Day: Social media highlights a faux product, like 2023’s Secret Canyon Ranch Cream Liqueur, looking suspiciously like Hidden Valley Ranch salad dressing.
- Kentucky Derby: With Mint Julep and related drink suggestions.
- Whiskey of the Month
May
- Cinco de Mayo: With tequila and cocktail recommendations.
- Mother’s Day: Social media, email and website suggest Mother’’s Day gift ideas.
- Memorial Day: With red, white and blue drink suggestions. Emails announce flash sales on Winery Direct wines.
- Whiskey of the Month
![total wine pride facebook](https://assets1.p2pi.com/s3fs-public/styles/hero/public/2023-11/totalwinepride_0.png)
June
- Father’s Day: Social media, email and website suggest Father’s Day gift ideas.
- National Rosé Day: With wine suggestions.
- Pride Month: Celebrated with in-store displays, producer features and community involvement.
- Whiskey of the Month
July
- Yellow Tag Event: Added savings on yellow tagged items when logging in to the app or website.
- Bastille Day: With champagne suggestions.
- Whiskey of the Month
August
- Labor Day: Cocktail suggestions.
- Summer: Seasonal cocktails.
- Whiskey of the Month
September
- Halloween: Featuring seasonal flavors, products.
- Oktoberfest: Highlighting seasonal releases.
- Hispanic Heritage Month (Sept. 15-Oct. 15): Featuring businesses and wine and spirits producers, traditional recipes or recipes with a twist.
- Fall: Looking toward fall and halloween with pumpkin beers, seasonal flavors like pumpkin, maple and apples.
- Football season: Cocktail recipes and beer suggestions.
- Labor Day: Festive end-of-summer cocktails.
- Whiskey of the Month
October
- Halloween: Drink recipes, featured wines and beers, seasonal flavors.
- Hispanic Heritage Month
- Whiskey of the Month
November
- Holidays: Gift suggestions, advent calendar.
- Thanksgiving: Wine pairings for the main meal or for appetizers. Some areas hold flash sales on Winery Direct wines, both in-store and online.
- Giving Tuesday: Support for nonprofits.
- Beaujolais Nouveau: Heralding the arrival of the wine that marks the end of the harvest and start of the holiday season.
- Black Friday: Highlight deals, gift ideas and new releases.
- Whiskey of the Month
December
- Whiskey Review: Looking at each month’s top whiskey picks.
- New Year’s: Cocktail recipes.
- Christmas: Eggnog recipes, cranberry cocktails, holiday punches, gift and stocking stuffer suggestions.
- 24 Days to Christmas: Daily gift suggestions, drink recipes and entertaining tips are shared on social media.