Total Wine & More Embraces Multicloud Strategy with Rackspace Technology

On October 15, 2025, Total Wine & More, renowned as America’s Wine Superstore®, made waves in the retail industry by announcing a strategic partnership with Rackspace Technology®. This collaboration aims to propel Total Wine into a new era of digital transformation through a robust multicloud approach, leveraging both Microsoft Azure and Google Cloud platforms. By choosing the right tools for specific technology initiatives, Total Wine is set to enhance its operational efficiency and customer experience.

The Need for a Multicloud Approach

In today’s fast-paced retail environment, businesses are constantly seeking innovative ways to streamline operations and improve customer service. Total Wine & More recognized this need and opted for a multicloud strategy, which allows them to select the best cloud solution for each of their unique technology demands. Rob DeSantos, VP of Infrastructure and Workplace Solutions at Total Wine, emphasized the importance of having a partner capable of providing consistent support across different platforms. "We needed a partner who could support our multicloud strategy," DeSantos stated, highlighting Rackspace Technology’s ability to meet and even exceed their expectations.

Tailored Solutions for E-commerce and Inventory

Rackspace Technology has introduced a suite of solutions designed to support Total Wine’s digital initiatives. A standout offering is Rackspace Elastic Engineering, which focuses on modernizing the retailer’s inventory system and automating backend operations using Terraform. This approach not only enhances efficiency but also streamlines deployments across cloud environments.

Additionally, Rackspace DBA Services plays a pivotal role in ensuring optimal performance and reliability of the databases underpinning Total Wine’s e-commerce and inventory systems. With strong database management in place, Total Wine is better equipped to handle increased customer demand and operational complexities.

Driving Cost Efficiency with Optimizer+

Another innovative solution is Rackspace Optimizer+, which has proven invaluable in Total Wine’s pursuit of cost management. By providing strategic insights and automated optimizations, Optimizer+ has helped the retailer reduce cloud costs by an impressive 20% year-to-date. DeSantos praised the effectiveness of the FinOps program, noting, "With the FinOps program and Optimizer+, we don’t just receive another set of dashboards or reports. We get actionable insights and the expertise to dig deeper."

Scaling to Meet Growing Demand

Total Wine & More continues to flourish, now operating 284 superstores across 29 states. The partnership with Rackspace Technology has not only streamlined operational efficiency but has also opened new avenues for innovation. DeSantos noted that “it’s not just the tools we’ve acquired; it’s the people” at Rackspace who make a significant difference. Their collaborative approach fosters a relationship built on trust, enabling Total Wine to adapt quickly to challenges and customer needs.

About Total Wine & More

Founded in 1991, Total Wine & More has established itself as the largest independent retailer of fine wine in the U.S. Offering an extensive selection of over 8,000 wines, 3,000 spirits, and 2,500 beers, the company prides itself on delivering exceptional service and maintaining low prices. Their commitment to a superior shopping experience aligns seamlessly with their newfound digital capabilities.

About Rackspace Technology

As a leading end-to-end hybrid cloud and AI solutions company, Rackspace Technology is uniquely positioned to design, build, and operate cloud environments across major technology platforms. Their collaborative approach ensures that businesses not only modernize applications but also leverage innovative technologies to drive growth.

Looking Ahead

This partnership between Total Wine & More and Rackspace Technology serves as a powerful case study for the retail industry, exemplifying how embracing a multicloud strategy can lead to heightened operational efficiency and enhanced customer experiences. With ongoing support and expertise, Total Wine is set to navigate the complexities of the modern retail landscape, ensuring they remain at the forefront of the market while delivering exceptional value to their customers.