Miami Beach, Florida, Total Wine Spirits Beer & More, store entrance. The image is attributed to Jeffrey Greenberg via Universal Images Group.

Today, the whisky industry boasts over 7,000 different expressions, with about half being Scotch whisky. Another 3,000 expressions are mostly American whiskeys, particularly bourbon, while remaining whiskies come from various parts of the globe. Approximately one quarter of these are rare, limited edition single cask or small batch expressions. The question arises: are there too many limited-release whiskies available? For insights, I recently discussed this with Michael Lowry, the Vice President of Spirits at Total Wine & More.

JM: With over 7,000 whisky expressions on the market, about half of which are bourbon, and as one of the leading spirits retailers, you surely receive a significant share of these bottlings. How do you choose what to offer in your stores?

ML: Our well-organized category management team assesses spirits sales and trends by store and market. Based on this data, we modify our offerings, approve new products, or add more SKUs from established brands to certain locations.

Bourbon continues to see growth, and new SKUs are frequently being added to this category. Additionally, efforts are made to secure highly allocated and rare SKUs that are in demand by our customers. Conversely, the Scotch category is expanding at a slower rate. New additions in this category are typically chosen based on their innovation, rarity, and their appeal to collectors.

JM: Approximately half of the whisky offerings are limited-release, either because they are special editions available for a limited time or because they are from single-barrel or small-batch productions. Are the evaluation criteria for these limited-release items different, or are there additional considerations?

ML: Total Wine actively seeks all limited/special release and rare bottlings. Our goal is for these SKUs to represent a significant proportion of our inventory because we consider ourselves a primary destination for bourbon enthusiasts and collectors. These customers visit our stores specifically looking for these items. Our strategy is to ensure we stock them in larger quantities and obtain them sooner than our competitors.

JM: Ignoring the size variations of Total Wine & More stores and the region-specific offerings, is there a limit to the number of limited-release items you can stock nationally? How many different expressions, both regional and national, would you typically offer?

ML: At TWM, our strategy for limited releases is shaped by a philosophy of abundance—we aim to acquire substantial quantities early on. Our portfolio includes over 2500 SKUs within the bourbon category, though availability varies by store and not all SKUs are present in our inventory. Our selection criteria are heavily influenced by current trends, online discussions, in-store inquiries, and website searches, ensuring that popular items are available in our stores.

JM: Is the abundance of limited-release bottlings overwhelming for retailers? Are there too many offerings? Could this be an example of a well-intentioned idea going to extremes?

ML: We deliberately focus on this sector because we recognize these customers prefer shopping with us; our range is substantially broader than what our competitors offer. The range of limited-release bottlings—from single barrels to seasonal releases, high proofs, distiller’s picks, and distillery exclusives—has expanded considerably.

We strive to secure every new release and conduct trials in various markets to gauge customer interest. Our purchasing decisions are guided by monitoring trends and engaging with online conversations about new releases, helping us to anticipate market demands.

I do think there are too many SKUs in this category, and it is no longer as special as it once was. Many folks who experimented with limited releases have returned to the primary SKU from the producer—satisfied with their everyday pick over the one offered at premium retail. The collector is also de-stocking: moving through their library of expressions and reducing the overall spend on new.

What advice would you give a craft retailer seeking retail distribution through TWM? How do they get your attention?

I think distilleries need to refocus their limited-release strategies to make them more special and desired by consumers. Many distilleries offer expressions only available at the distillery or in a single market: Kentucky is famous for this. When a brand has 5 or 6 expressions on the shelf, many consumers check them all out but respond by choosing none. They go to a brand that is easier to navigate and more straightforward than you can expect when you get home. Producers need to space the launch of the expressions more carefully to create scarcity and demand within the market while avoiding multiple limited releases on the shelf simultaneously.

Many craft retailers rely on spirit competitions or specialist magazine features to attract retailer and distributor interest. Are there any competitions, publications, or reviewers that you find dramatically impact the demand you see in your retail stores?

ML: We proudly sponsor the San Francisco International Wine & Spirits Competition and also participate as judges. Receiving a Double Gold from SFIWS is highly significant for both our team and our customers.

Notable critics, such as Fred Minnick, have initiated their own events like the Ascot Awards, and I am honored to serve as one of the judges for the Ascots.

Wine Enthusiast stands out as one of the few publications to assign numerical ratings to wines. These scores greatly influence wine and spirits consumers. We believe that any recognition, particularly gold and higher, holds substantial value for both the purchaser and the end consumer. We highlight these accolades and ratings on our product shelf tags through badges and mention them in reviews.

JM: Thank you.

Total Wine & More, a leading liquor retailer in America, was established in 1991 by the Trone brothers, David and Robert. It stands as the largest independent alcohol retailer in the nation.

The chain operates over 200 stores nationwide, offering an expansive range of products, including a plethora of wine options, numerous spirits, and a diverse collection of beers from across the globe.

Total Wine & More is celebrated for its competitive prices, expert staff, and holistic in-store experience, alongside offering educational classes and events aimed at deepening the understanding and enjoyment of alcoholic drinks.

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