WSWA Unites Beverage Industry Leaders at Access LIVE 2026 in Las Vegas

The Wine & Spirits Wholesalers of America (WSWA) wrapped up its annual Access LIVE 2026 event last week at Caesars Forum in Las Vegas. The gathering brought together wholesalers, suppliers, and retailers from across the United States for three days focused on business deals, industry insights, and open discussions about the challenges and changes facing the beverage alcohol sector.

Access LIVE is recognized as the only national event that unites all three tiers of the industry—wholesalers, suppliers, and retailers—under one roof. This year’s convention addressed several urgent topics, including regulatory uncertainty around hemp-derived beverages, disruption from ready-to-drink cocktails (RTDs), evolving consumer preferences, and ongoing economic pressures such as tariffs, rising labor costs, and cautious consumer spending.

The event opened with a general session led by WSWA Board Chair Cutter Smith, President of Eder-Goodman, and WSWA President and CEO Francis Creighton. Both leaders called for unity in addressing the industry’s current challenges. Smith told attendees that while the industry is experiencing significant change, it also faces new opportunities. He emphasized that collaboration across the three-tier system remains a key strength. Creighton highlighted WSWA’s advocacy efforts at both federal and state levels, reinforcing the organization’s commitment to supporting its members nationwide.

Innovation and leadership were central themes throughout the week. On Wednesday morning, WSWA presented its 2026 Hot! New! Now! Award to Lemsecco, a brand recognized for its innovative approach to wine and its appeal to modern consumers seeking new experiences. Cindy Goodridge, Senior Brand Manager for Australian Vintage Limited, accepted the award and noted that Access LIVE provided valuable opportunities to connect with retailers and potential distribution partners.

Charlie Merinoff, Co-chairman of Breakthru Beverage Group, received WSWA’s Lifetime Leadership Award in recognition of more than 40 years of service to the industry. In his acceptance speech, Merinoff reflected on the importance of relationships, integrity, and community involvement in building a successful career. He spoke about the competitive nature of the business but also highlighted how industry members come together to support each other outside of work.

The convention featured a full schedule of programming focused on market disruption, consumer trends, and regulatory issues. The 10th annual Brand Battle competition saw six emerging brands pitch their products to a panel of experts. Edmond's Honor Vanilla Madagascar Bourbon was named this year’s winner.

Other awards included the Ray Herrmann H.E.R.O. Award presented to David Trone, Owner and Founder of Total Wine & More, for his contributions to the industry. The inaugural Moment Maker Award went to Honey Deuce®, the US Open signature cocktail created by Grey Goose and Bacardi.

Access LIVE 2026 concluded with Ovation LIVE, a closing reception where attendees reconnected and celebrated new partnerships formed during the week. The event ended on a note of optimism as participants looked ahead to future opportunities.

WSWA announced that Access LIVE 2027 will take place from February 1 to 4 in Dallas, Texas. The organization aims to continue fostering collaboration among all segments of the beverage alcohol industry at next year’s event. For more information about WSWA or future events, interested parties can visit www.wswa.org or follow WSWA on social media platforms.