How Trader Joe’s Wine Obsession Launched Its Grocery Revolution

America’s favorite supermarket discovered its retail formula in booze

A photo illustration of a Trader Joe’s supermarket aisle with a tiki-print surfboard in the middle of the aisle.

In 1957, Joe Coulombe knew nothing about the grocery industry. He was 27 years old and had never taken a course in retail. He had never operated a cash register, waited on a customer, or filled out a purchase order for a wholesaler. He had no…