Wine and Spirits Industry Leaders Unite at Access LIVE 2026 to Shape Future Trends

Access LIVE 2026: Shaping the Future of Beverage Alcohol

The annual Access LIVE 2026 convention, hosted by the Wine & Spirits Wholesalers of America (WSWA), took place in vibrant Las Vegas. Bringing together industry insiders and leaders, the event aimed to explore future trends and strategic approaches within the beverage alcohol sector. With a clear focus on collaboration across the three-tier system, discussions emphasized how wholesalers, suppliers, and retailers can work collectively to navigate a rapidly evolving market.

A Gathering of Innovators

On February 2, the convention opened with a high-energy General Session that showcased pivotal speakers, including WSWA's own board members. Cutter Smith, the WSWA Board Chair and Co-President of Eder-Goodman, highlighted the workforce as the industry's greatest asset during this period of change. His sentiments were echoed throughout, noting a unique opportunity for members of the trade to unite and adapt in the face of challenges.

WSWA President and CEO Francis Creighton further emphasized the importance of unity, stating, "We exist to advocate for you — not just in Washington, D.C., but in every statehouse and regulatory chamber across the country." This call to action reinforced the need for collaboration as the industry faces significant transforms.

Innovative Recognition

A standout feature of Access LIVE 2026 was the introduction of the Moment Maker Award. This accolade honors a brand that has successfully created a cultural icon beyond mere product offerings. The inaugural award was presented to Grey Goose's Honey Deuce®, celebrating its transformation into a beloved tradition at the U.S. Open, where around 550,000 servings were sold throughout the last tournament!

Accepting the award, Aleco Azqueta, Global Vice President of Grey Goose, remarked on the drink's iconic rise, recognizing its special place in the culture of beverage consumption.

Honoring True Leadership

In a commendable tribute, WSWA along with Breakthru Beverage honored David Trone, the Founder of Total Wine & More, with the prestigious Ray Herrmann H.E.R.O. Award. This recognition is given to those who embody humanitarian values and ethical leadership—all principles highlighted by the late Ray Herrmann. David Trone shared a powerful message about opportunity in the industry, reminding attendees to engage with passion and purpose.

Key Trends and Insights

Analysts Danny Brager and Dale Stratton shed light on industry trends during their SipSource Trends Update, emphasizing the lasting power of premiumization even amid challenges. Young consumers were identified as key players shifting the dynamics of alcohol consumption, urging brands to rethink their strategies towards connectivity, storytelling, and authentic engagement.

Rick Tigner, CEO of Jackson Family Wines, voiced the need for brands to offer unforgettable experiences rather than merely focusing on product sales. Digital engagement was echoed by Fuad Hannon, VP of DoorDash, highlighting the importance of personalization in a fast-evolving marketplace.

Even the bourbon industry took a spotlight, with NFL legend Terry Bradshaw discussing his newly launched Terry Bradshaw Bourbon. Sharing insights about his journey into the spirits world, Bradshaw emphasized the personal touches that make his brand unique—recognizing that legacy and family values are at the heart of his business.

Conclusion: A Vision for the Future

Wrapping up the event, WSWA underscored that Access LIVE extends beyond simple transactions; it revolves around building meaningful connections within the beverage alcohol community. With a present thriving on innovative strategies and collaborative efforts, the future appears bright for industry leaders willing to adapt and grow together.

For more details on Access LIVE 2026 and future updates, visit WSWA’s official page. Connect with the community and stay engaged on social platforms using #AccessLIVE26.