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The Burbs’ get a Big Box of Wine
Name: David Trone
Occupation: President of Total Wine & More; partner is brother Robert Trone
The Number’s: 51 stores, 10 states, 8,000 wines, 2,000 spirits and 1,000 beers; stores range from 9,000 to 50,000 square feet.
Training: Wine team members must receive 150 hours of wine education training
Watch out Two-Buck Chuck: Total Wine sells Pacific Peak and Double Dog wine for $1.67.
How do you keep your prices low?
In every city we are the highest volume so we work in lower margins and pricing is at the Costco level. But we’ve got 8,000 selections of wine and a beautiful comfortable area to taste and learn about wine. Everyone (employees) wears a shirt and tie … It’s a very professional, high-end approach and it makes a statement.
Why Roseville as your first California location?
High incomes, high education; this is really our customer base. Perfectly situated for our customer. We are also looking all over California in San Francisco, Los Angeles and Orange County.
Is Total Wine the “Starbucks” of wine?
More of Barnes and Noble, because it’s a big box…they have a great selection, people can talk about books in a comfortable environment and you can get coffee. Here (Total Wine) you can go to the wine bar, talk about it with people; go to classes and education pieces.
How can independent wine retailers compete?
We are totally different. Small wine shops rely on small selection process and good service. Consequently, because they have low volume, they have higher prices. We are going to be able to invest deeper and we really blow away the small wine shops on the selection.
What does Total Wine have that the competition doesn’t?
Well, first of all we carry three times the selection on wine and we are twice as big. Secondary, we have a much more appealing upper–end look, it’s not the concrete floors and bare racks. The ambience is a whole other level above; it’s more of a Whole Foods. The third and real differentiating factor is the service…our team goes through training, they have been to Europe and California to learn about viticulture, barrel making…to understand the process.
5791 Five Star Blvd., Roseville; (916) 791-2488; www.totalwine.com
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Reader Comments:
Does Total Wine in Roseville carry Bellatore Champagne Gran Spumante?
Thank you,
Pat in Yuba City