

Total Wine & More opens first Oklahoma store after legal battle


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Total Wine & More Opens Its First Oklahoma Flagship – A Deep‑Dive into the Milestone
On Tuesday, October 2, 2023, the long‑awaited Total Wine & More flagship store opened its doors in the heart of Oklahoma City, marking the first time the beloved wine‑and‑spirits retailer has a permanent presence in the state. The 30,000‑square‑foot showroom, located at 1115 North Oklahoma Avenue, is set to become the largest Total Wine store in the country, boasting a selection that far exceeds the usual 7,000‑SKU catalog of its regional competitors. The grand opening event was attended by local officials, industry experts, and a crowd of wine enthusiasts, many of whom were eager to explore the extensive inventory that includes more than 1,500 types of wine, 400 styles of whiskey, and a diverse array of craft spirits.
A Store That Transcends the Ordinary
According to the press release issued by Total Wine & More, the new location is designed to be “a destination for wine lovers, a marketplace for connoisseurs, and a community hub for culinary experiences.” In addition to its flagship retail floor, the building houses a full‑service tasting room, a 400‑seat restaurant that features rotating menus from local Oklahoma chefs, and a state‑of‑the‑art bar‑and‑wine‑pairing studio. The store’s interior architecture blends rustic brick and reclaimed wood with high‑tech glass displays that provide customers with interactive digital guides, product reviews, and real‑time inventory alerts.
The sheer scale of the store is also a testament to the company's commitment to “experiential retail.” Visitors can enjoy curated tasting flights that pair the latest vintages from Bordeaux, Napa Valley, and emerging Texas wineries with local craft cheeses and charcuterie. A dedicated team of sommeliers is on hand to offer guidance and host weekly workshops on wine education, pairing techniques, and the science behind fermentation.
Local Impact: Jobs, Taxes, and Community Engagement
The Oklahoma City mayor’s office lauded the project as a “significant investment in our city’s cultural and economic future.” The store’s construction, completed in early September, generated over 200 construction jobs and has already created 100 permanent positions ranging from floor staff to the store’s executive chef. The business is expected to contribute an estimated $1.5 million in annual sales, a figure that will directly benefit state and local tax revenues.
Total Wine & More’s corporate social responsibility strategy is also evident in its partnership with the Oklahoma Wine Institute, which offers apprenticeships and scholarships to local high school students interested in the wine and spirits industry. Additionally, the company announced a $50,000 donation to the Oklahoma Food Bank in its first quarter of operations, earmarked for culinary education programs aimed at underserved communities.
Navigating Oklahoma’s Alcohol Regulations
Oklahoma’s alcohol regulations have historically been conservative, with strict licensing requirements and a “dry” history in many counties. However, in recent years, the state has eased restrictions on wine sales and promoted a broader acceptance of craft spirits. Total Wine & More’s leadership has been proactive in engaging with state regulators to ensure compliance with the Oklahoma Alcoholic Beverage Control Board’s guidelines.
During the opening ceremony, a representative of the Oklahoma Alcoholic Beverage Control Board explained that the company had obtained a “Special Alcoholic Beverage Sales License” that allows it to sell a wider range of spirits than traditional liquor stores. The board also highlighted the company’s commitment to responsible sales, noting that Total Wine & More has implemented a mandatory alcohol safety training program for all employees and a digital age‑verification system that uses facial recognition technology to prevent under‑age purchases.
Community Voices: From Critics to Enthusiasts
While many locals celebrated the grand opening, the article also featured a range of opinions. A longtime resident, Maria Gonzalez, who runs a popular Oklahoma‑based food blog, expressed excitement about the new tasting room: “It’s not just a store; it’s a place where you can discover new flavors and meet fellow foodies. I’ve already booked a reservation for the next wine pairing event.”
Conversely, a local activist, Thomas Reed, who has campaigned for stricter alcohol controls, voiced concerns about the potential for increased alcohol consumption. “We need to ensure that the store’s marketing is not targeted toward minors or the most vulnerable,” Reed said. He urged the company to support community-based initiatives that promote responsible drinking.
The company’s response, as documented in the article, was to emphasize its partnership with Oklahoma’s Department of Health and its sponsorship of community workshops on “Smart Drinking.” The store has also pledged to donate a portion of its profits to the state’s Alcohol Abuse Prevention Fund.
Beyond Retail: A Hub for Culinary Culture
One of the most compelling aspects of the new Total Wine & More location is its culinary focus. The in‑house restaurant, “Wine & Dine,” features a rotating menu curated by local chefs such as Chef Emily Hart, who is known for her Oklahoma‑inspired farm‑to‑table cuisine. The restaurant’s menu includes dishes that are carefully paired with the store’s wine and spirits offerings. For instance, a truffle‑infused steak pairs with a robust Bordeaux blend, while a lemon‑risotto pairs with a crisp white wine from Oregon.
The tasting room, meanwhile, offers a variety of themed evenings, such as “Sustainability in Spirits” where guests learn about biodynamic wine production, and “The Spirit of Oklahoma,” a showcase of local craft distilleries. The interactive digital displays allow guests to learn about the production processes of each featured brand, providing a deeper appreciation for the craftsmanship behind every bottle.
Looking Ahead: Expansion and Innovation
Total Wine & More’s Oklahoma City flagship is already generating buzz as a model for future expansion. In a recent interview cited in the article, the company’s Vice President of Retail Operations, Jenna Larkin, said, “We see this as a springboard for more experiential retail projects across the Midwest. Our goal is to bring the full spectrum of wine, beer, and spirits to communities that have been underserved by traditional retailers.”
In addition to physical expansion, the company is investing in an augmented‑reality mobile app that will allow customers to scan product labels for detailed tasting notes, reviews, and recipe suggestions. The app will also provide an educational “learning path” for those interested in becoming certified sommeliers.
Conclusion
Total Wine & More’s first Oklahoma store is more than a retail outlet; it’s a cultural event, a community investment, and a testament to the evolving relationship between Oklahoma residents and the world of wine and spirits. From its state‑of‑the‑art design to its community‑centric programming, the store embodies the company’s mission to elevate the drinking experience. As the city embraces this new venture, the state’s economy, culinary scene, and cultural landscape stand to benefit significantly—one sip at a time.
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