Total Wine & More opens 'next generation store' on Thursday

Total Wine & More will open its “next-generation” retail store in Milford on Thursday, August 27 at 10 a.m.

Located at 230 Cherry Street in Milford, it is at the site of the former Showcase Cinemas, where the new and expanded ShopRite will be constructed.

The beverage superstore uses the latest technologies, including educational content on iPads and in-store flat panel displays to educate customers in making their wine, beer and spirits selections.

“Our Connecticut customers love us for our top notch service, outstanding selection and low, everyday prices,” said David Trone, who co-owns Total Wine & More with his brother Robert.  “With this new store, we want to provide Southcentral Connecticut customers with an incomparable shopping experience by adding the latest technologies to educate and inform them of their wine, spirits and beer purchases.”

The Milford Total Wine & More location has a classroom equipped with Wi-Fi, flat panel screens carrying educational content, projection capabilities and computers where customers can take classes and participate in wine, beer and spirits tastings. The classroom is also used to host Total Wine’s Meet the Maker series, which provides customers the chance to interact in person with known makers of top brands and “virtual tastings” where top name wine, spirits and beer producers can showcase their latest vintages directly from their winery, distillery or brewery to participants in Milford or any other Total Wine classroom.

When not in use, Total Wine & More’s classroom is made available as free meeting space to local community groups, non-profits and business organizations. Groups may reserve the classroom by going to

Total Wine & More is committed to being actively involved in the communities in which its stores are located, states a company press release. In 2014, Total Wine & More donated over $5.3 million of in-kind and cash to more than 5,700 local non-profits in 16 states, which in turn helped them raise over $32 million to support their programs.

As part of its local corporate philanthropy efforts, Total Wine & More is marking the Milford store’s grand opening by partnering with five non-profits – the Arts Council of Greater New Haven, Milford Arts Council, Connecticut Audubon Society, Connecticut Food Bank, and The Tommy Fund – to support their programs and efforts.

Each of the five charities will pair with a weekend and receive a donation of 10% of all wine and beer sales from that weekend. All five charities will share equally in the wine and beer sales during the Labor Day weekend.

Brothers David and Robert Trone founded Total Wine & More in 1991 when they opened their first store in Delaware. By year’s end Total Wine & More will have 130 superstores in 18 states and revenues of $2.1 billion.