The store will open on Thursday, April 13, at 1010 Rengstorff Ave., the company announced in a press release.
Total Wine & More stores stock more than 8,000 wines, 3,000 spirits and 2,500 beers, including "hard-to-find labels and locally produced product," the release states. The company's website claims a typical Total Wine & More carries more than 2,000 wines not available in any other store.
Inside Total Wine & More's new Mountain View location on Rengstorff Avenue. Photo courtesy Total Wine & More.
The company also boasts low prices due to its "tremendous buying power and special relationships with producers, importers and wholesalers" that "bring us considerable savings, which we pass on to our customers," the website reads.
The store also emphasizes customer service and employee knowledge. Employees go through more than 100 hours of training (plus trips to Napa, Sonoma and Europe) to learn about wine regions, production methods, varietals, brew styles and tasting profiles, according to the press release. They also hold weekly team wine tastings and attend monthly wine-producer seminars.
Edward Cooper, Total Wine & More’s vice president for public affairs and community relations, said in the press release that Silicon Valley is an "excellent fit" for the company, which now operates more than 150 stores across 20 states. Its closest location is in Fremont.
"Our selection is so vast that we're able to offer something to every customer, and cater to specific needs regardless of taste, experience, or preference," Cooper said. "We've proven that we can satisfy our customers, from the beer enthusiast who is interested in learning more about local brews, to the more experienced wine connoisseur seeking new vintages to try."
The Mountain View store will have a "tech-equipped education center" where customers can attend interactive classes and events, according to the company. Total Wine & More stores host free weekly tastings as well as paid classes on wine, beer and alcohol and other events. People will also be able to reserve the "education center" for free as a space for community, business or social events.
Two brothers, David and Robert Trone, opened the first Total Wine & More as a small store in Delaware in 1991, according to the company website. The company is now based in Maryland.
The Mountain View store will open to the public at 9 a.m. on April 13. There will be wine and beer tastings, live music and giveaways throughout the weekend.
Total Wine & More also makes an effort to support local organizations in the communities it serves. (Over the past four years, the company said it donated more than $17 million to local organizations.) As such, during opening weekend for the Mountain View store, the company will donate 10 percent of all wine sales to the Computer History Museum in Mountain View.