Total Wine & More to open second Wisconsin store in Greenfield's 84 South retail center

Total Wine & More plans to open a second location in Wisconsin next week — this one with a liquor license it says will let the adult beverage retailer offer customers its “complete experience” for the first time in the state.

The Bethesda, Md.-based company will hold a grand opening starting Thursday for a 25,000-square-foot store at 8700 W. Sura Lane in Greenfield’s new 84 South retail development.

Total Wine & More entered the Wisconsin market with a store in Brookfield in fall 2016. The opening in Brookfield came with controversy, however, because city officials wouldn’t give Total Wine & More the type of liquor license the store needs to provide the amount of samples it typically offers during classes and seminars about wine, beer and spirits.

Along with a huge selection of beverages — more than 8,000 wines, 3,000 spirits and 2,500 beers — consumer classes and special tasting events help to set Total Wine & More apart from other stores, said Edward Cooper, vice president of public affairs and community relations at the firm.

“Total Wine & More distinguishes itself through the experiences customers have when they enter a store,” Cooper said. “Through behind-the-scenes classes and virtual meet-and-greets with the makers, customers are learning about and engaging with the fine wine, beers and spirits they enjoy.”

Cooper said in an interview that the Total Wine & More in Brookfield has done well, but it’s missing opportunities that are offered in most of its 170 or so other stores around the United States.

“Now, we’re excited to bring the complete Total Wine & More experience to residents of Greenfield,” he said.

Greenfield has awarded a Class B liquor license — the type normally used by restaurants and taverns — to Total Wine & More. Brookfield would give it only a Class A liquor license, saying the city needed to preserve its allocation of Class B licenses for restaurants.

But that means Total Wine & More can provide only very limited samples to visitors in Brookfield: two 3-ounce samples of beer, two 3-ounce samples of wine and one half-ounce of intoxicating liquor.

In contrast, a Total Wine & More class about wine, for example, might involve eight samples of wine.

Cooper said the company still is hopeful it will obtain a Class B license for the Brookfield store someday.

“We wanted Brookfield to be the first to truly have the Total Wine & More experience for our customers, but things went the way they went,” Cooper said.

Brookfield Mayor Steven Ponto said city officials aren’t inclined to change their minds on the license topic.

“I deeply believe that Brookfield was right in its decision,” Ponto said.

Cooper said Total Wine & More plans to open a store in Madison this year and add a Glendale location in 2019. Those stores will have Class B liquor licenses, he said.

The grand opening in Greenfield will start at 9 a.m. Thursday and run through Sunday. Total Wine & More said 10% of wine sales throughout grand opening weekend will go to the Partners of Greenfield Parks & Recreation, which supports the city’s efforts to beautify the community’s green space.