7 Shocking Facts About Total Wine & More's 2025 Expansion And Legal Battles

Total Wine & More, America's largest independent retailer of fine wine, spirits, and beer, continues its aggressive national expansion in late 2024 and 2025, solidifying its position as the industry's dominant beverage superstore. This growth is not just about opening new locations, but also a strategic push into e-commerce and a continuous focus on the in-store customer experience, which features thousands of unique products and educational resources.

As of late 2025, the company is rapidly approaching a major milestone, a testament to its successful business model that combines massive inventory with competitive pricing. However, this retail giant's expansion is not without controversy, as it navigates complex state-by-state legal battles and federal regulatory scrutiny, making its current trajectory a fascinating case study in modern alcohol retail.

The Visionaries: Total Wine & More Founder's Biography

Total Wine & More was founded and is still led by brothers David Trone and Robert L. Trone. Their vision, which began with a single store in 1991, has reshaped the landscape of alcohol retail across the United States.

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• David Trone:
• Role: Co-Founder, Co-Owner. Served as President until December 2016.
• Education: Graduated magna cum laude from Furman University (1977) and holds a graduate degree from the Wharton School of the University of Pennsylvania.
• Career: Before Total Wine, Trone was involved in other businesses. He is also a prominent political figure, having served as a U.S. Representative for Maryland's 6th congressional district.
• Business Philosophy: Known for his aggressive, consumer-first approach, which often involves challenging state-level alcohol distribution laws (the "three-tier system") to offer lower prices and greater selection.
• Robert L. Trone:
• Role: Co-Founder, Co-Owner.
• Influence: Robert has been instrumental in the operational and strategic growth of the company alongside his brother. The Trone brothers' joint leadership has propelled Retail Services & Systems, Inc. (RSSI)—the parent company—to its current status as a retail powerhouse.
• Current Leadership: While the Trone brothers remain the driving force, Troy Rice serves as the current Chief Executive Officer (CEO), overseeing the day-to-day operations and ambitious expansion plans.

Total Wine's Aggressive 2025 Expansion Strategy and Store Count

The company's growth in 2024 and 2025 is marked by a steady, strategic push into high-growth metropolitan areas, rather than a scattergun approach. This methodical expansion is designed to maximize market penetration and brand dominance.

The 300-Store Milestone:

As of 2025, Total Wine & More operates approximately 279 superstores across the United States. This figure represents a significant increase, with the company having opened 14 new locations in 2024 alone. The stated goal is to maintain this pace of expansion, aiming to add a similar number of stores annually and reach the landmark 300-store count by the end of 2025.

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Key New Locations and Market Entry:

Recent and planned openings highlight the strategic focus:

• Connecticut: The retailer is set to open its fifth Connecticut location in Brookfield by late 2025, demonstrating a deepening presence in the Northeast.
• Florida: New Florida stores, such as one planned for North Jacksonville, are part of the continuous rollout in high-density, favorable-regulation states.
• Strategic Advantage: The company's success stems from its "big box" format, offering an unparalleled selection of over 8,000 wines, 4,500 distilled spirits, and 2,500 beers—a massive inventory that smaller local retailers cannot match.

Legal Hurdles and Regulatory Scrutiny in the Modern Era

A significant part of Total Wine & More’s 2025 narrative involves its continued, often contentious, relationship with state and federal regulators. The company’s low-price, high-volume model frequently clashes with the traditional, protectionist laws that govern alcohol sales.

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The Federal Trade Commission (FTC) Investigation:

One of the most high-profile issues in 2024 and 2025 is the FTC’s investigation. Total Wine & More was subpoenaed as part of a broader FTC probe into alleged anti-competitive practices involving the industry giant Southern Glazer's Wine & Spirits LLC. While the investigation is focused on the distributor, Total Wine’s cooperation was required, and reports indicate the FTC and the retailer are approaching an agreement regarding compliance with the civil investigative demand (CID).

State-Level Battles and the Three-Tier System:

The Trone brothers' strategy has always involved challenging restrictive state laws. Recent legal developments include:

• Indiana Victory: Total Wine & More won a round in a court fight to gain entry and operate in Indiana, a state historically protective of its local alcohol retail structure.
• Oklahoma Setback: Conversely, the company faced a legal challenge from the ABLE Commission in Oklahoma, where a judge sided with the state regulator in a dispute over operational rules.
• The Core Conflict: These battles are central to the debate over the "three-tier system" (manufacturer, distributor, retailer) established post-Prohibition, which Total Wine often seeks to bypass or modify to offer better prices to consumers, positioning them as a disruptor to traditional local liquor stores.

The Digital and In-Store Customer Experience

The company’s success relies heavily on a dual strategy: a superior in-store experience and a robust digital presence, which CEO Troy Rice has emphasized as a key growth engine.

Next-Generation Retail Features:

Total Wine superstores are designed to be destinations, not just places to buy alcohol. The modern retail environment includes:

• Education Centers: Many locations feature a dedicated classroom or education center where customers can attend wine and beer education classes and tasting events, demystifying the buying process and building product knowledge.
• Digital Tools: The introduction of iPad kiosks and advanced digital communications helps customers navigate the massive selection of fine wines and craft beers, allowing them to find information, reviews, and pairings quickly.
• Expert Staff: The company invests in training its staff as experts, offering personalized recommendations across categories like single-malt scotch, premium tequila, and artisanal gin.

E-commerce Dominance:

The digital power of Total Wine is a major competitive advantage over rivals like Whole Foods Market and smaller chains. Their e-commerce platform supports online ordering for in-store pickup and delivery (where legally permitted), effectively leveraging their massive physical inventory to dominate the local alcohol delivery market and enhance the overall customer experience.