Getting listed in a major retailer is only half the battle. The real challenge is driving sell-through once a product reaches the shelf. In this interview with Tim Tidgewell, Cicerone® Certified Beer Server and Spirits Manager at Total Wine & More – Store 1103, we explore how wine and spirits brands can better support retail teams through education, training, tastings, storytelling, and supplier partnerships. Learn what actually helps retail staff recommend products with confidence and what suppliers can do to turn shelf space into sustained sales growth.

Retail staff often play a major role in influencing purchasing decisions, especially in stores where consumers are faced with hundreds of choices. Through this interview, Tim Tidgewell, Cicerone® Certified Beer Server and Spirits Manager at Total Wine & More – Store 1103, shares practical insights on what suppliers can do to better support retail associates, improve customer engagement, and ultimately drive stronger sell-through at retail.

Many brands focus heavily on getting listed, but not enough on sell-through. From your perspective, what separates brands that move quickly from those that struggle once on shelf?

Brands that move quickly create more than product awareness. They connect technical quality with a clear story or experience that allows customers to envision when, where, and why they would choose that product. Product facts support the story, but memorable positioning is what gives retail teams confidence to recommend it and customers a reason to buy.

How much influence do retail staff recommendations have on consumer purchasing decisions at a retailer like Total Wine & More?

Retail staff recommendations have significant influence, especially in categories where customers are overwhelmed by choice. Associates who connect product knowledge to customer needs through storytelling, occasion-based selling, and personal experience build trust. This directly impacts both initial purchase and long-term loyalty.

What role does supplier-led staff education play in helping products sell better?

Supplier education is most effective when it is practical, engaging, and easy to apply on the sales floor. Training that highlights key differentiators, tasting cues, ideal customer profiles, and clear selling points equips associates to confidently recommend products and convert interest into sales.

What are the most effective ways brands can support and train retail staff?

The most effective support is consistent, practical, and easy to retain:

- Short, focused training and tasting sessions
- Simple, accessible selling tools and reference materials
- Continued engagement after launch

Retail associates remember experiences far more than presentations.

What are some common mistakes suppliers make when engaging with retail teams?

Common missteps include overloading associates with technical details, treating training as a one-time event, and making messaging too complex. Simplicity, consistency, and clear customer relevance are what drive sales.

How important are product tastings and in-person training in helping retail associates confidently recommend a wine or spirit?

They are extremely important. Tasting builds product understanding and confidence, while in-person interaction strengthens engagement, improves recall, and helps associates communicate authenticity to customers.

What type of brand story or product positioning resonates most with retail staff and consumers today?

The most effective stories are authentic, relevant, and easy to retell. Depending on the consumer, themes such as enjoyment, craftsmanship, innovation, transparency, quality, and value all resonate. The strongest brands communicate those ideas in a way that feels approachable and meaningful.

For smaller or emerging brands with limited resources, what practical steps can they take to improve sell-through at retail?

- Create opportunities for sampling and product discovery
- Maintain consistent staff education, follow-up, and brand visibility
- Stay focused on a clearly defined target consumer and local market

Smaller brands that execute consistently can often outperform at the local level.

Can you share examples of supplier support or activation strategies that have stood out and made a real impact?

The best result came from a layered activation strategy rather than a single touchpoint. A combination of supplier education that was technical and in-depth, internal staff training that focused on taste, customer experience, and the “why” behind the product, followed by customer-facing engagement through in-store tastings and participation in store events. When education moves from supplier → associate → customer, it creates stronger product knowledge, better storytelling, and ultimately higher sell-through.

Looking ahead, how do you see supplier-retailer collaboration evolving to better drive sales and consumer engagement?

Supplier-retailer partnerships will become increasingly education and experience-driven, with greater use of shopper insights, targeted training, and in-store engagement. The brands that succeed will be those that create value for both retail teams and consumers while making the path to purchase more engaging and memorable.

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