The Wine Fairy

Today’s blog post combines two of my very favorite topics: Wine (or course) and rewards points/churning. Total Wine is one of the nation’s largest wine retailers–and if you ever shop there, you may know that they have a tiered status/rewards system as part of their loyalty program. The program is officially called “&More Rewards” and has three tiers: Select, Reserve, and Grand Reserve.

Grand Reserve is the highest tier, and requires substantial annual spending at Total Wine to achieve. But…is…it…worth it?

I should note here that the tiers and benefits for Total Wine rewards vary by state, and aren’t available everywhere. I’m in Texas so I’m writing about my experience with the Texas version of the program. If you want to find the precise terms and conditions for your market, check out the Total Wine official program rules here.

So, how do you earn Grand Reserve Status at Total Wine? Quite simply, you sign up for the program and earn points for your purchase. You earn a base rate of 10 points per dollar spent on wine, beer spirits, food, and gifts in store (or curbside or delivery). Naturally, there’s an app to help you get credit for your purchases and keep track of your points.

Members hit a milestone at Select status (first point credited), Reserve (5,000-25,000 points), and Grand Reserve (more than 25,000) points. The points reset to zero each calendar year on January 1. To reach Grand Reserve, then, you need to spend $2500 (25,000/10 = $2500) at Total Wine in a single calendar year. (That’s the simple math–and it’s what the collective internet wisdom often says–but it’s actually not quite right. It’s possible to get to Grand Reserve by spending much, much less. More on that later.)

Whoa–$2500! That’s a lot of Yellow Tail, am I right? So is it worth it or not?

I’ll cut right to the chase I’ve held Grand Reserve status for a few years now and it is absolutely worth it. Total Wine has one of the most valuable rewards programs in the retail world. (P.S. Nobody is paying me to say this–I sincerely believe it. And I’ll continue to say it until Total Wine nerfs or devalues the Grand Reserve program.)

The Perks

So what does Total Wine Grand Reserve status get you? Time to review and rate…the perks! In no particular order, here’s what you get with Grand Reserve (and my totally subjective ratings):

$5 Rewards: Grade B+

For every 5000 points you earn at Total Wine, you get a $5 store credit on your account. That amounts to 1% back on the base spend…not terribly exciting as far as retail rewards go.

However, it feels great to get free money for booze. Especially in Texas, where coupons and rebates on alcohol are against the law. Somehow, Total Wine has figured out how to offer a credit that’s not legally a “coupon” or a “rebate”–fine with me! I have about 40,000 Total Wine points so far this year, so that means I’ve gotten 8 of these suckers in 2024 (a $40 value).

The $5 reward is easy to redeem–just scan the app at checkout or give the cashier your phone number. Rewards do expire, but not too quickly (90 days). You can use it on anything and stack it with other discounts. Just remember that if you return something (who returns wine?) the discount will be deducted from your refund on a pro-rated basis.

Digital deals : Grade A

These are seasonal or weekly specials that Total Wine offers. Some of them a very good! You have to activate them on the app before you check out. This week, for instance, they have 20% off 9 or more bottles. But the really, really important sales to pay attention to–at least if you’re trying to earn Grand Reserve–are the point multipliers. (Keep on reading for more about multipliers.)

Birthday deal: Grade C+

Total Wine sends you a special deal for your birthday month. Or at least, I believe that they do. I never actually get mine, because Gmail sends all birthday promotions directly to my spam folder, and I never remember to check the app before it expires. I’ve heard that it’s a coupon for a bottle of wine, depending on the state law where you live. However, it’s a mystery to me…and a gentleman’s C for the Total Wine birthday deal.

Record of past purchases: Grade A

As long as you provide your rewards program number at checkout, Total Wine will keep a handy list of every bottle you’ve purchased in the last 24 months.

Yes, I know they use this info for nefarious marketing purposes but I don’t care. Yes, some of you wine nerds have cellar apps and tasting apps that are much more detailed and comprehensive way to keep track of what you drank…but I don’t care. I like the passiveness of this feature. The checkout machine goes “beep boop” and the bottle details teleport into your phone. When you’re trying to remember which budget Bordeaux made your head spin with glee, or which Prosecco your guests always drink half a case of at New Year’s (hint, it’s Vostra)…your Total Wine purchase record can help.

Military benefit: Grade B

If you are a veteran, retired, reserve or active duty member of the military, you can verify your status with the ID.me app and earn double points on certain items. This amounts to 2% back on some purchases, and a faster way to get to Grand Reserve for those who qualify. However, the only veterans I know who shop at Total Wine are not the most tech-savvy or coupon-clippy people, so I don’t know anyone who actually cashes in on this perk, alas.

Member-only events: Grade D (“See Me”)

According to Total Wine, “For our Reserve and Grand Reserve members, we offer member-only events where you can learn even more about the wine, beer and spirits you love.” I’ve never been invited to one of these, though. Maybe they don’t have them at my local stores? Total Wine, please invite me! I take back what I said about your beer selection! (My store does host a lot of classes and events, but they’re open to everyone.)

Free gift bags: Grade A

Now we’re talking! How many times have you been running late to potluck or a birthday party, stopped into a corner store to get a bottle of wine so you can pretend like you’re all thoughtful and prepared and shit, and had to walk up to the door with the brown paper bag of shame? Well, that’s too many.

Grand Reserve members can help themselves to 2 gift-able and seasonably appropriate wine bags per calendar month ($3.99 or less each). I get a bunch of different designs and stash them in a closet for instant last-minute birthday or hostess gifts. They’re available right at the register for all you procrastinators. Activate the benefit in your app before checkout.

Free magazines: Grade B

This is a pretty good perk, too! You can choose one print magazine every two months from the checkout counter. The usual selections are Wine Spectator, Cigar Aficionado (ew, smoking) and Whiskey Advocate (my store is almost always out of Whiskey Advocate).

So, I use my Grand Reserve perk to pick up a free issue of Wine Spectator, when I remember to. I always enjoy thumbing through it for the reviews and travel features. For some reason, reading the tasting notes in the back of Wine Spectator helps me relax when I travel–and because I didn’t overpay for it at Hudson News, I don’t mind if I forget it on an airplane.

The cover price of Wine Spectator is $6.95, so I value this perk and around $40 a year. Yes, they are all magazines that you can get for free or very cheap if you are in the beverage industry, and I do wish the selection was better, but free is free.

Exclusive access to rare products: Grade C-

This is the most annoying Grand Reserve perk. And yet, when go on Reddit to try and get more info about Grand Reserve, this is the thing that most people seem to be talking about.

What is this “exclusive access”? Basically, if you are a Grand Reserve member and Total Wine procures a stash of rare, in-demand, or collectible whiskeys, you can sign up to put your name in the proverbial hat. Total Wine emails the winners with an offer to buy one of these precious amber bottles. This is the detail that confuses the most Redditors: You don’t actually win any whiskey…just the opportunity to buy a very expensive whiskey.

Unlike some of the other Grand Reserve perks, this one is weighted based on the number of points you have accumulated. Basically, one point equals one entry. So an individual who has barely qualified for Grand Reserve won’t have the same odds as say, a corporate buyer’s account with one bazillion points in the bank.

Now I guess you might rate this perk higher if you’re a whiskey collector and you get excited about winning a chance to get your hands on a brag-worthy Blanton’s or Pappy Van Winkle. But I’m lukewarm on it for two reasons:

One, there’s no shortage of very good to outstanding bourbons and ryes at all kinds of moderate price points! Many of them are right there on the shelves at the liquor store! You can walk in and buy them! No luck required, only money! Many places will even let you sample them first! You can do the Pappy thing if it makes your dick hard, I guess–but it’s foolish to pretend that status bottles are actually the best whiskeys, proportionate to their cost.

And second, as a whiskey drinker–as opposed to a whiskey collector–I’m not that interested in buying bottles to hoard forever, or hanging out with people who do. It’s no fun to be invited over to someone’s house to look at all their special limited edition bourbons, and then they pour you a rum and Coke, or nothing at all. Aw, hell no. Buy the best whiskey you can afford without becoming remorseful and stingy about it, then drink that shit! That is my Ted talk: Boo to sales lotteries, boo to whiskey bros.

Free classes: A+

I’ve saved the very best perk for last. Grand Reserve members get a free class voucher, every calendar month, that’s good for an in-person class for the member and one guest. I have been going to these for years with my wife, and it’s broadened our tasting horizons in ways I can’t even begin to describe.

Each class is centered around a specific theme, say Wines of Spain or Classic Cocktails. They’re taught by either a retail store employee with special knowledge of that topic, or a guest ambassador from a wine or spirits brand. At my preferred store (West Plano) they have a dedicated classroom for educational events that seats about two dozen people. Complete with a projector screen and regional maps, it feels just like being back in school…except you get to drink.

Each class lasts 1.5-2 hours and consists of roughly 6-8 guided tastings. You’ll learn about the production, history, and serving tips for each pour. They usually give you a cute little illustrated workbook for your notes, and some type of catered food (at least cheese and sandwiches). Instructors can sometimes offer prizes for participation. (I once got a free bottle of bubbly for knowing the difference between tank method and traditional method sparkling wine!) If it’s a brand-sponsored event–like one I attended recently by Angel’s Envy–you might walk away with some enviable swag, too.

Another cool thing? Class tickets are coded as purchases, so if you’re curious about which ones you’ve been to, you can look them up in your purchase history. Here’s just a few that I’ve enjoyed in the past 2 years, all at no charge:

Left Bank, Right Bank: All About Bordeaux

Salud! An Introduction to Tequila & Mezcal

Under the Tuscan Sun: Wines of Tuscany

Bourbon: America’s Native Spirit

The Woodford Reserve Flavor Experience

Wine and Chocolate: A Perfect Pair

Vive La France: Intro to French Wines

Sips of the Season: A Guide to Holiday Entertaining

Cipriani Bellini, Bubbles, and More: A Celebration of Spritzes

If you’re not a Reserve or Grand Reserve member, Total Wine offers most classes to the public for around $20/person. However, I think that is extremely modest pricing and most classes sell out. In DFW, a comparable wine or spirits tasting experience with food costs more like $50-70 per person and up.

Some people complain that the product lineup is too tilted toward Total Wine’s house labels of wine and spirits (Winery Direct and Spirits Direct brands, respectively). That’s definitely a fair point. But come on, people! It’s free food and drink + invaluable knowledge! There’s no sales pressure. Also, many of the Total Wine private labels are very good values–and if you don’t like something, at least you’ll know for sure after you try it.

Looking cool at checkout: Extra Credit

Finally–and Total Wine doesn’t mention this as a perk, but I will–being a Grand Reserve member makes you look extra boss at checkout. Cashiers can see your status and will sometimes compliment you on it or offer you extra help or courtesy because they know you spend too much money at Total Wine. In a world where so much shopping is impersonal, it feels nice to be recognized in a small way.

Getting To Grand Reserve

So how do you join the illustrious ranks of the Total Wine Grand Reserve club. First, you have to sign up from &More Rewards. There’s no retroactive applying of points from before you joined the program…so do it even if you don’t think you’ll ever earn enough points to get the status. You’d be surprised how those summer beer runs can add up.

As I mentioned earlier in this post, the magic number is 25,000 points. The simplest way to get there is by spending $2500 per calendar year at 10 points per dollar. Some people will have no problem reaching this number–for example if you have a large household, host a lot of parties, regularly give wine and spirits as gifts, or decide to splurge on a bottle of Louis XIII Cognac. (If you’re eligible for the military bonus, you have it easier. Getting verified lets you earn points 2x faster on many items, cutting the necessary spend down to $1250.)

However, for those of us mere mortals who have to watch our booze budget, there is another way. Total Wine occasionally runs “points multiplier” specials in the app. For example (and I’m just pulling these out of my ass, not from actual notes) it could be 4x points on Spirits Direct rum and vodka, or 6x points on Winery Direct wine, or 2x points on French wine. These are each available for a limited time and must be activated before you check out.

When chasing Grand Reserve, it pays to be a little strategic about the point multipliers. You generally will not see the best multipliers during peak liquor-store shopping times, for example Memorial Day weekend or Christmas week. However, a lot of good offers seem to come out during the slow time between New Year’s and the start of the spring wedding season. (Dry January, anybody? No thanks!) What I usually do is bank a bunch of points during the first quarter of the year, and have my Grand Reserve status secured by mid-March.

So there you have it: If you watch the app and time your purchases, it’s possible to get to Grand Reserve by spending much less than $2500–I can estimate that I’ve reached the status with only around $600 spent at Total Wine.

Oh, and I forgot to mention: While your points reset at the end of the each calendar year, your Grand Reserve status is good until the end of the next calendar year. So let’s say you earn the status in February 2025 through strategic shopping in the dead of winter. Now you get to enjoy a full 22 months of perks–through December 2026.

In Summary: Worth It

Well, there you have it. I know Total Wine gets a lot of shade in the wine world, and they’re the 800-pound gorilla, and it’s totally uncool to rep for them, etc, etc. But being a Grand Reserve member has helped me maximize my wine budget and introduced me to products and recipes that I might never have tried otherwise. (Those free gift bags have saved my ass a couple of times, too!)

Here’s the math, assuming 25,000 points earned per year. (These numbers are based on 12 months of Grand Reserve Status…as noted above, unless you earn the status at the end of December, you will actually have access to the perks for more than 12 months).

$5 Vouchers x 5 = $25

$3.99 Wine gift bag x 24 (2 per month) = $47.88

$6.95 Magazine x 6 = $41.7

$20 class ticket (like I said earlier, I value this perk much higher but we’ll use Total Wine’s ticket price) x 2 people x 12 = $480

Birthday deal: ?

Priority access to cult whiskey: $0

Grand (Reserve) total: $594.58

If you attend all the classes and pick up all the freebies, the value of Grand Reserve status is hundreds, if not more than a thousand dollars. And it can be yours for just a little bit of strategic shopping.

Hopefully I’ve nudged a wine snob or two out of their Total Wine skepticism. Yes? No? Let me know in the comments!

Review disclosure: I was not compensated or provided any free products for this review. Opinions expressed on The Wine Fairy blog are entirely my own.