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Access LIVE 2026: Pioneering Collaboration Amid Industry Transformation

Last week, the Wine & Spirits Wholesalers of America (WSWA) successfully concluded its highly anticipated event, Access LIVE 2026, at the Caesars Forum in Las Vegas. This annual convention brought together key players from the wine and spirits sector, including wholesalers, suppliers, and retailers, for three days filled with meaningful discussions, strategic networking, and groundbreaking insights into the ever-evolving alcoholic beverages market.

A Gathering of Industry Leaders

As the industry’s only annual event that encompasses all three tiers—the suppliers, wholesalers, and retailers—Access LIVE 2026 provided a unique platform for addressing the pressing issues that the market is currently facing. Discussions revolved around a variety of topics, including the regulatory uncertainties surrounding hemp-derived beverages, the category disruption caused by ready-to-drink cocktails, evolving consumer preferences, and the economic pressures stemming from tariffs and rising labor costs.

The event kicked off with significant remarks from WSWA Board Chair Cutter Smith, who highlighted the dual nature of current times as both challenging and full of opportunities. “We are in a moment of incredible change. But we are also in a moment of extraordinary opportunity,” Smith declared, reinforcing the necessity for unity within the industry. WSWA President and CEO Francis Creighton echoed this sentiment, emphasizing WSWA’s role as an advocate for positive change across all state and federal levels.

Honoring Innovation and Leadership

Innovation was a key theme during the event, exemplified by the presentations of various industry awards. The 2026 Hot! New! Now! Award was presented to Lemsecco, recognized for its innovative approach to appealing to modern consumers searching for novel wine options. Senior Brand Manager Cindy Goodridge spoke to the value of the convention, stating, “It’s a really good place for us to be in front of the people we need to grow with.”

Additionally, the prestigious Lifetime Leadership Award was awarded to Charlie Merinoff, Co-chairman of Breakthru Beverage Group, honoring his over four decades of exceptional service to the beverage industry. During a heartwarming acceptance speech, Merinoff reflected on the industry's culture of camaraderie, saying, “What I love about this industry is that we compete by day — and it’s brutal out there. But at night, we come together. We support each other’s charities and celebrate each other’s accomplishments.” His remarks resonated deeply with attendees, serving as a poignant reminder that, despite competition, the strength of the industry lies in collaboration and shared goals.

An Engaging Program

Access LIVE 2026 featured a thoughtfully structured schedule of programming that tackled market disruptions, consumer behavior trends, and regulatory hurdles. One of the highlights was the Brand Battle competition, now in its 10th year, where emerging brands had the opportunity to pitch their products to a panel of industry experts. The Edmond's Honor Vanilla Madagascar Bourbon took home the championship title, showcasing the caliber of talent in the industry.

The convention also celebrated excellence through additional awards, including the Ray Herrmann H.E.R.O. Award presented to David Trone, the founder of Total Wine & More, and the inaugural Moment Maker Award which recognized Grey Goose and Bacardi for the iconic Honey Deuce® cocktail created for the US Open.

Looking Forward

As Access LIVE 2026 drew to a close, attendees gathered at Ovation LIVE, a vibrant closing reception that provided space for reflection and celebration of new partnerships forged throughout the event. This reception encapsulated the spirit of collaboration and optimism that defined the entire convention.

Looking ahead, Access LIVE 2027 is already set to take place from February 1 to 4 in Dallas, Texas, continuing the tradition of uniting the three tiers to shape the future of the beverage alcohol industry. This year’s event was a testament to the resilience and innovation of the wine and spirits sector as it navigates a rapidly changing landscape. For more information, visit WSWA’s website or connect via social media for updates.