This advertising content was produced in collaboration with our partner, Wines & Spirits Wholesalers of America.
From February 2 to 5, Access LIVE 2026 brought together wholesalers, suppliers, and retailers from across the country in Las Vegas for three days of data-driven insights and candid dialogue about the state of the beverage industry. Held at Caesars Forum, the Wine & Spirits Wholesalers of America’s (WSWA) flagship event once again served as the industry’s only annual gathering for all three tiers. Against a backdrop of economic pressure, regulatory complexity, and evolving consumer preferences, the tone was clear: collaboration is no longer optional—it is imperative.
During the opening session, industry leaders emphasized that the market is in a period of extraordinary change. Cutter Smith, the president of Eder-Goodman and the current WSWA board chair, called on attendees to embrace active engagement and open cooperation. “This isn’t a time to retreat into silos,” Smith said. “It’s a time to work together, learn from one another, and make room at the table for new ideas and new players.” That message echoed throughout the event’s robust programming schedule, which tackled market disruption, shifting consumer trends, and mounting regulatory challenges, all with a focus on practical solutions and cross-tier collaboration.
A centerpiece of the week was WSWA’s 10th annual Brand Battle Competition, a platform that continues to spotlight emerging suppliers seeking national exposure and distribution. Six finalist brands pitched live to a panel of industry experts, competing for the opportunity to accelerate their growth. This year, Edmond’s Honor Vanilla Madagascar Bourbon captured the 2026 championship title, winning over the judges not just with taste, but with a powerful brand story.
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Access LIVE also celebrated leadership and cultural impact across the industry. Dina Opici, the president of Opici Family Distributing and the immediate past chair of WSWA, received the 2026 Women’s Leadership Council Icon Award for her enduring contributions and advocacy. Grey Goose Vodka’s Honey Deuce®, the U.S. Open’s signature cocktail, earned the inaugural Moment Maker Award for creating a lasting cultural phenomenon that went beyond the glass. David Trone, the founder and owner of Total Wine & More, was honored with the 2026 Ray Herrmann H.E.R.O. Award, recognizing humanitarian, ethical, respectful, and one-of-a-kind leadership. Charles Merinoff, the co-chairman and principal founder of Breakthru Beverage Group, was the recipient of the 2026 Lifetime Leadership Award for his long-standing contributions to the wholesale tier.
Through meaningful engagement and a renewed call for unity, Access LIVE 2026 reinforced its role as an essential forum for problem-solving and partnership in a rapidly evolving environment. The industry will reconvene February 1 to 4, 2027, when Access LIVE heads to Dallas, Texas—marking the first time the event will be held in the Lone Star State—at the Gaylord Texan. Registration details will be available soon at WSWA Access LIVE.
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