5 Shocking Ways Total Wine & More Is Dominating Alcohol Retail In 2025

Total Wine & More is not just a big-box retailer; it is an aggressive, rapidly expanding giant fundamentally reshaping the American alcohol landscape as of December 11, 2025. The company’s strategic growth, digital innovation, and relentless pursuit of competitive pricing have positioned it for a major market takeover, pushing the boundaries of traditional retail and challenging established state-level regulations. The current narrative is one of calculated ambition, with the retailer aiming for a significant milestone while navigating complex legal waters, from the Federal Trade Commission (FTC) to state minimum pricing laws.

The company, known for its extensive selection of over 8,000 wines, 3,000 spirits, and 2,500 beers, is executing a dual-pronged strategy that combines physical store expansion with a powerful omnichannel digital platform. This consumer-centric approach is fueling its growth, allowing it to compete effectively against a diverse field of competitors, including large grocery chains and regional liquor stores. Understanding Total Wine & More’s current maneuvers—from its store count targets to its high-profile legal fights—is key to grasping the future of beverage alcohol retail in the United States.

The Ambitious 2025 Expansion and Digital Powerhouse Strategy

Total Wine & More is currently in a phase of strategic, high-growth expansion, demonstrating a clear commitment to market dominance. As of 2025, the company operates approximately 279 stores across 29 states, but its sights are set on a much larger footprint.

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CEO Troy Rice has outlined an ambitious goal: to reach 300 units nationwide by the end of 2025. This expansion is not random; it's a calculated move focusing on high-growth metropolitan areas, with new locations recently announced or opened in states like Connecticut and Florida (e.g., the River City Marketplace build-out).

The Omnichannel Engine Driving Growth

Physical growth is only half of the story. The company's most significant strategic shift is the strengthening of its omnichannel strategy, which integrates its physical stores with a robust digital platform. This approach ensures a seamless customer experience, whether a shopper is browsing in-store, using the mobile app, or ordering for pickup or delivery.

Digital sales are rapidly becoming a major growth engine for Total Wine & More. This focus on e-commerce and customer engagement is vital for maintaining a competitive edge against major grocery and big-box competitors like Costco, Whole Foods Market, and Publix. The digital platform allows customers to access the company's vast inventory, which often includes hard-to-find or exclusive "Total Wine & More Exclusive" selections, further enhancing its market position.

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The consumer-centric model is built on three pillars: extensive product selection, competitive pricing, and educational in-store experiences. The company leverages in-store product experts, tasting events, and educational materials to elevate the customer journey beyond a simple transaction, creating a destination for beverage enthusiasts.

High-Stakes Legal Battles Challenging US Alcohol Regulations

Total Wine & More's aggressive business model frequently brings it into conflict with the complex and often antiquated regulatory framework of the U.S. alcohol industry. The company is currently involved in several high-profile legal battles that could have national implications for how alcohol is sold and priced.

The Fight Against Minimum Pricing Laws

One of the most significant legal campaigns is the challenge against state-mandated minimum pricing laws. In a major move, Total Wine & More filed a lawsuit in U.S. District Court for the District of Connecticut. The lawsuit claims that Connecticut's minimum pricing rules for wine and spirits are anti-competitive and ultimately harm the consumer by preventing the retailer from offering its signature competitive pricing.

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This legal strategy is part of a broader effort to dismantle regulations that protect smaller, local retailers and restrict the ability of large chains to use deep discounts as a competitive tool. Similar battles have been waged in other states, including a legal dispute with the ABLE Commission in Oklahoma, demonstrating the company’s commitment to challenging the status quo across multiple jurisdictions.

The Federal Trade Commission (FTC) Investigation

Perhaps the most serious regulatory challenge involves the Federal Trade Commission (FTC). The FTC has sought enforcement of an investigative demand (CID) against Total Wine & More, an action that publicly revealed a dispute over the chain's participation in a government agency investigation.

The core of the dispute often revolves around the Robinson-Patman Act, a federal law designed to prevent price discrimination. The FTC’s interest suggests an investigation into whether the retailer's massive buying power and pricing strategies may be violating anti-trust or fair competition statutes. This ongoing legal tension underscores the immense market power the company wields and the scrutiny it faces from federal regulators concerned with fair trade practices in the beverage alcohol sector.

The Competitive Landscape: Who is Total Wine & More Fighting?

Total Wine & More does not operate in a vacuum. Its success is defined by its ability to outperform a wide array of competitors, from national big-box stores to specialized regional chains. The current competitive landscape is highly fragmented but intensely competitive.

National and Regional Giants

The company’s primary competition comes from other large-scale retailers that offer alcohol as a major part of their inventory. These include general market giants like Costco, Kroger, Trader Joe's, and the aforementioned Whole Foods Market and Publix. These competitors leverage their existing customer base and massive supply chains to offer competitive pricing on high-volume items.

On the specialized retail side, Total Wine & More faces off against significant regional players and direct alcohol competitors such as ABC Fine Wine & Spirits, Binny's Beverage Depot, and Spec's Wine, Spirits & Finer Foods. These entities often have deep regional roots and specialized knowledge that challenge Total Wine’s national, standardized model.

The Power of Scale and Selection

Total Wine & More's main advantage is its sheer scale and the breadth of its inventory. The company’s revenue, which stands at an estimated $2 billion annually, allows it to negotiate favorable terms with distributors and producers, translating into the low prices that attract consumers. By offering an unparalleled selection of wines, spirits, and beers, including niche products and private-label brands, it positions itself as the ultimate destination for beverage alcohol shopping, often out-competing smaller, local liquor stores that cannot match the inventory depth or the technological investment in the omnichannel experience.

The company also faces indirect competition from smaller, specialized entities like Radcliffe Jewelers, Capital Teas, and Charm City Run, which, while not direct alcohol retailers, represent the diverse retail landscape that competes for consumer spending and loyalty. The true battle is not just over price, but over the complete customer experience and convenience, an area where the company’s digital-first, consumer-centric strategy provides a distinct edge.

In summary, Total Wine & More's path to 300 stores by the end of 2025 is paved with strategic expansion and digital innovation, but also marked by intense legal battles against state minimum pricing laws and federal scrutiny from the FTC. The outcome of these conflicts will not only determine the future profitability of the company but will also set critical precedents for how alcohol is regulated and sold across the entire United States for years to come.