Total Wine & More Discovery Series

Promotions • Visual Design • Experiential Marketing


Total Wine & More, the country’s largest independent retailer of fine wine, asked NFM to help build and execute their first national retail promotion. We would have to remotely create, coordinate, communicate, distribute and execute an efficient, cost-effective promotion that would educate consumers about featured products and provide an engaging brand experience.


The Discovery Series – a themed, in-store experience that featured different wines, spirits and craft beers from national and international regions each month. Individual promotional events included:

Discover Italy
Discover Washington Wine
Discover Tequila
Discover Craft Beer
Discover Scotch
Discover France
Discover Spain

A consistently branded experience was activated at each location that included product-specific promotional materials, tastings and educational events. Brand ambassadors were utilized at select location to encourage social media participation through social media photo kiosks.

Interior and exterior brand identity was enhanced with branded and themed flags, sign kits, balloons, buttons, life-size cutouts, decals, adversails and more.

Total Wine Discovery
Total Wine Discovery
Total Wine Discovery


The promotion generated 120 events that took place over eight months in 15 states with 90% of stores participating in at least two promotions.

The client decided to expand the campaign further in 2015 to include all 100+ Total Wine & More locations company wide.

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Case Studies