Total Wine & More
Raising a Glass to Innovation
Strategic thinking and community-first approach turned a store opening into a media-worthy experience—one that was so successful, it became a national model for Total Wine & More.
The Challenge
When Total Wine & More planned the grand opening of a new Northern California location, they wanted more than just a ribbon-cutting—they wanted an event that truly connected with the local community. The challenge? It had to be low-cost, highly engaging, and media-worthy. The activation needed to seamlessly highlight Total Wine’s offerings while embracing the city’s local culture. KTM’s VP, Miki Akil, was tasked with creating a standout campaign that delivered on all fronts.
KTM’s Solution
Enter Tour de Taste—a completely original concept designed to create an immersive food and wine experience that connects Total Wine & More with the local dining scene. The idea was to bring 6-8 local restaurants into the store during the grand opening, where each would serve bite-sized signature dishes, expertly paired with hand-selected wines from Total Wine’s extensive collection. This activation seamlessly highlighted both the brand’s offerings and the city’s culinary scene, positioning Total Wine as more than just a retailer—it became a true community hub.
Every element of the event was developed from the ground up—from researching, pitching, and securing restaurant partners to managing all logistics and ensuring a seamless execution. A comprehensive media outreach campaign secured TV segments, print features, and local buzz, turning the event into a headline-worthy celebration and a must-attend moment in the city’s food and wine scene.
The Results
The Total Wine & More executive team was ecstatic. The event was such a massive success that it became a permanent fixture in the company’s grand opening playbook. The concept was so well received that it was implemented at additional store openings along the California coast the following year—eventually catching the attention of Total Wine’s corporate team, who rolled it out as a national campaign.
What started as a one-time activation became a signature event, proving that a smart, strategic idea can redefine an entire brand experience.
Why It Matters
A great idea isn’t just creative—it’s scalable, strategic, and built to last. What started as a one-time activation became a nationally replicated campaign for Total Wine & More, proving that the right concept can transform a brand’s approach to community engagement.
This case study is a testament to the power of bold thinking, flawless execution, and marketing that doesn’t just make noise—it makes an impact.
