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 podcast@startupcpg.com
- Episode music by Super Fantastics
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