#United States #Las Vegas #beverage industry #WSWA #Access LIVE 2026

Access LIVE 2026: A Hub for Beverage Industry Insights

The Wine & Spirits Wholesalers of America (WSWA) is gearing up for its highly anticipated annual event, Access LIVE 2026, slated to take place from February 2 to 5 at Caesars Forum in Las Vegas. This premier gathering of beverage alcohol industry leaders aims to foster robust networking, facilitate deal-making, and provide vital business insights, all under the unifying theme of "Beyond the Glass."

Event Overview

Access LIVE 2026 brings together wholesalers, suppliers, retailers, and service partners from around the globe, promising a diverse range of programming designed to meet the evolving needs of the beverage alcohol market. With expert speakers, engaging panel discussions, and unique competitions, attendees can expect a comprehensive view of the industry and its future.

WSWA President and CEO Francis Creighton expressed enthusiasm for this year's event, stating, "We can't wait to welcome everyone to Las Vegas for Access LIVE 2026. We're incredibly honored to host not only veteran wholesalers and suppliers but also emerging brands shaping the future of beverage alcohol. This event delivers something for everyone."

The event will kick off with insightful remarks from WSWA Board Chair Cutter Smith and Creighton, focusing on the current state of the industry. Following this, the "SipSource Trends Update" will provide attendees with crucial data insights from analysts Danny Brager and Dale Stratton, ensuring that participants are well-informed about market dynamics.

Engaging Panel Discussions

One of the highlights of the event includes a panel discussion on "Consumer Engagement Tactics for Today’s Market," with notable industry leaders such as Faud Hannon (DoorDash), Rick Tigner (Jackson Family Wines), and Danny Wirtz (Breakthru Beverage Group). They will explore how evolving consumer preferences are reshaping the industry landscape and the strategies that brands can employ to engage their audiences effectively.

The opening session will also feature a captivating fireside chat with NFL Hall of Famer Terry Bradshaw, who will share insights from his journey in building the Bradshaw Kentucky Straight Bourbon Whiskey brand, alongside leadership lessons drawn from his storied football career.

Celebrating Innovation: The Brand Battle

Returning for its milestone 10th anniversary, the WSWA Brand Battle invites emerging brands to pitch their concepts to a panel of industry experts in a Shark Tank-style competition. Participants include notable brands like Oishii Spritz and Ice Co Southern Hard Tea, vying for recognition and support from industry leaders. Judging experts include representatives from leading companies like Marriott International and Badger Liquor.

The Hub: A Central Destination for Networking

The Hub is a central feature of Access LIVE, focusing on brand growth and engagement. This space houses several initiatives:

• - The Content Lab offers production studios for brands to create promotional content, while the Brand Building Bar provides strategy sessions for suppliers.
• - Mixology Workshops will engage all attendees through daily demonstrations from expert mixologists.

Additionally, WineForward will present a symposium focusing on emerging trends, consumer behavior changes, and the future trajectory of the beverage alcohol segment.

Noteworthy Sessions at LIVE Stage

The LIVE Stage will host critical discussions tailored to yield actionable insights for an evolving market. Sessions include:

• - Inside the Minds of On-Premise Operators
• - From Trend to Tier: How Non-Alc Strengthens the Three-Tier System
• - Flavor in Focus: A Zero-Proof Tasting Experience
• - TTB Supplier Bootcamp and QA

These sessions are designed to help participants navigate challenges and seize new opportunities in the beverage alcohol industry.

Closing Thoughts and Opportunities

WSWA extends gratitude to its sponsors, including high-profile names like Gray Goose and Teeling Whiskey, whose support plays a pivotal role in bringing Access LIVE to life. With so much planned, Access LIVE 2026 promises to be a monumental event, offering valuable opportunities for learning, networking, and sparking future connections in the ever-evolving beverage industry.

For more information or to register, visit accesslive.wswa.org. Join the conversation and follow #AccessLIVE26 across various social media platforms to stay connected.