#202 - Buyer Spotlight: Total Wine & More

The Startup CPG Podcast

In this episode of the Startup CPG Podcast, Daniel Scharff is joined by Michael Lowry, Vice President of Global Spirit Sourcing, and Andrea Starr, Senior Director of Merchandising at Total Wine & More—the largest independent alcohol retailer in the U.S., with over 300 stores and $6 billion in annual sales.

Michael and Andrea pull back the curtain on how Total Wine thinks about brand discovery, merchandising strategy, customer engagement, and category trends — including the rise of non-alcoholic beverages and the emerging THC space. They share what makes a product stand out and why the right design can make or break a new launch. You’ll also learn what it takes to get on their shelves, how they stay nimble like a startup, and what catches their eye at trade shows.

Packed with actionable insights, category strategy tips, and behind-the-scenes examples, this episode is a must-listen for any startup founder, CPG marketer, or emerging brand looking to break into large-format retail.

🎧 Tune in now to learn how to make your brand shelf-ready for one of the most powerful retail platforms in beverage.

Listen in as they share about:

• Total Wine & More Overview
• Roles and Expertise
• Product Discovery & Sourcing
• Trends & Consumer Behavior
• E-Commerce & Digital Strategy
• Retail Strategy & Brand Fit
• How Total Wine Discovers New Brands

Episode Links:
LinkedIn: https://www.linkedin.com/in/andstarr/
LinkedIn: https://www.linkedin.com/in/michael-lowry-394b177a/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (20K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin
• Questions or comments about the episode? Email Daniel at [email protected]
• Episode music by Super Fantastics