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