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Total Wine & More

The Need

Total Wine & More, the United States’ largest independent retailer of fine wine, carries more than 8,000 different wines in the average store, over 2,500 beers and 3,000 spirits. Total Wine was started in 1991 in Delaware by brothers Robert and Davide Trone. Today, Total Wine has 205 locations in 24 states across America. In 2015, Total Wine was ready to open a location in Brookhaven and asked Hope-Beckham to publicize and promote the grand opening.

The Approach

HBI began the project by creating an overall strategy that included inviting notable citizens, coverage in TV, radio, print and online, and brainstorming interesting local media story angles. HBI also began brainstorming event logistics for the opening preview party using site floor plans. HBI compiled a list of notable Brookhaven citizens and civic leaders to invite to the event which included community and business leaders and Brookhaven leadership and residents. In addition, HBI secured logistics for the grand opening party including catering, entertainment, tables/linens, photographer, stage and sound system. This included an extensive shot list for the photographer for social media posts, the Total Wine marketing team and for the local Total Wine team. 


The Results

The grand opening was deemed a success with more than 200 guests that included the Brookhaven Mayor Rebecca Williams, Brookhaven Rotary President Matthew Morris, Total Wine & More CEO David Trone, Woodruff Arts Center Senior Director Lisa Robinson and Oglethorpe University President Lawrence M. Schall. The team publicized the grand opening through Atlanta media – TV, radio, print and online. Along with the story of the actual store opening, an angle regarding the existing Georgia law hindering multiple liquor store ownership in the state was also pitched.
HBI secured and coordinated an interview with Total Wine CEO David Trone, resulting in a front-page article in the Atlanta Business Chronicle, including the coordination of a photographer to visit Dunwoody store for photos to include in the article. HBI also secured and coordinated an interview with Total Wine VP Community Relations Ed Cooper for North Fulton Neighbor newspaper, as well as the political blog The Georgia Report.