Playground →
Total Wine's nearest audiences span an unusually wide range of unrelated categories — real estate, defense contracting, beauty services, navigation apps, and business-to-business software all land within a narrow similarity band, with no single neighbor pulling clearly ahead.
The shape is flat: the top score belongs to Keller Williams at 0.78, followed closely by Lockheed Martin at 0.78 and Massage Envy at 0.78, with The Boeing Company at 0.77 and Total Wine & More — a separate handle representing the same brand's retail presence — at 0.77. The spread from first to tenth place (Club Champion at 0.76) is less than three hundredths of a point. Subcategory composition across the top 10 reflects this scatter: Real Estate, B2B, Beauty Salons and Spas, Alcoholic Beverages, Office Supplies and Services, TV Personalities, Technology, and Sporting Goods each appear once. No subcategory dominates. Notably, no other Beverages brand appears in the top 10 besides the alternate Total Wine handle — the audience shape is defined almost entirely by cross-kind neighbors. The B2B cluster (Lockheed Martin, Boeing, Dale Carnegie) and the service-franchise cluster (Massage Envy, The UPS Store) are the two most coherent groupings, but neither is large enough to anchor the shape.
The flat distribution suggests Total Wine draws an audience whose composition is broadly shared across many different brand categories — a generalist profile rather than one tied to any single interest cluster.
