Wine superstore pours new life into shuttered Folsom bookstore

By: Staff report
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When Borders bookstore closed a few years ago, it marked the loss of a major retailer in Folsom.

Now, with Total Wines & More expected to open Nov. 29 in the former Borders location on E. Bidwell Street, it brings with it more than four dozen new jobs as well as a wide selection of wine, spirits and brew.

“Our newest investment in the Sacramento community will benefit our customers, as well as the overall community,” says David Trone, who co-owns Total Wine & More with his brother Robert Trone. “Our expansion into Folsom will bring an estimated 50 jobs to the community, while also creating a thriving business which will generate retail sales tax that can bring additional city services to residents.”

Total Wine & More offers more than 8,000 wines, 3,000 spirits and 2,500 beers in each of its superstores, including hard-to-find labels and locally crafted products.

“The key to our success lies in our basic principles: we provide our customers with an unbelievable selection, at market-leading prices,” said Trone. “From wine connoisseurs seeking rare finds to complete their vintage collection, to beer aficionados who enjoy building their own six-packs with hard-to-find micro-brews, Total Wine & More is dedicated to providing customers with exactly what they seek.”

According to officials with Total Wine & More, the store is committed to offering “an unparalleled retail experience for its shoppers.”

“When you walk into our stores, there is a wow factor that is undeniable,” he said. “Customers are impressed with the bright, beautiful appearance of each store, and we build on this by also offering our shoppers the most well-trained staff in the industry, as well as the latest tools and technologies to help enhance their visit to our stores.”

Staff training is a cornerstone of the Total Wine & More business platform, and each member of the Total Wine & More sales team is trained for 150 hours prior to working in the stores, including education on various regions, production methods, varietals, brew styles, and tasting analysis.

The company also offers its employees continuous training throughout their career, including the opportunity to meet with the world’s key wine, beer and spirits producers. Every year, Total Wine treats select team members to a trip to California’s major wine regions for a week-long training session, as well as a two-week trip to Europe’s key wine regions every other year, to increase their knowledge of various products.

“A knowledgeable team can mean the difference between a good experience and a great one. Through our industry-leading training programs, Total Wine & More’s sales team members are equipped to always deliver a great experience to our customers,” said Trone.

Another area of focus for Total Wine & More is the delivery of a state-of-the-art retail environment, and the company delivers on this promise through its new, “next-generation” in-store technologies. The new Folsom store will feature many of these new technologies, which will allow customers to become more engaged with the products and increase their knowledge of many different wines, beers and spirits, according to Trone.

“Next-generation” features in the Folsom store will include:

• A state-of-the-art tasting bar where customers can treat their palates to tastes of various wines, beers and spirits while learning about the background of each beverage.

• In-store iPads equipped with a proprietary app which provides recommendations on specific beverages to pair with various meals.

• Flat panel screens throughout the store that stream video content on vintners, their wineries and how various wines are made.

• An updated education center, which will be used to host classes on various types of wines, beers and spirits throughout each month. The state-of-the-art education center is also available to be booked for use by local non-profits and businesses at no charge.

The Folsom store will be the 88th location for Total Wine & More, and its 11th California location. The new store is located at 2765 E. Bidwell St. Folsom.