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The beverage industry will converge in Las Vegas in just a few short weeks as Wine & Spirits Wholesalers of America (WSWA) hosts Access LIVE 2026 from February 2 to 5. Hosted by the leading membership and advocacy organization for wine and spirits distributors, Access LIVE brings together professionals from across all three tiers, including wholesalers, suppliers, retailers, media and more.
This year’s theme is “Beyond the Glass,” taking a look at the industry through the lens of the vessel that brings most wines and spirits to our table. Just as each industry member has their own “glass”—their own unique perspective—each one has the ability to go beyond the glass, challenging their own assumptions, looking deeper, and seeking out solutions together.
The 2026 Access LIVE programming reflects this theme, beginning with a look at the state of the beverage alcohol industry on February 2, led by Cutter Smith, the WSWA board of directors chair and president of Eder Bros., Inc, and Francis Creighton, the president and CEO of WSWA. Also on opening night will be a discussion of “Consumer Engagement Tactics for Today’s Market,” featuring insights from Rick Tigner, the CEO of Jackson Family Wines; Danny Wirtz, the co-chairman of Breakthru Beverage Group; Fuad Hannon, the VP of new verticals for DoorDash; and Verene de Marffy, the chief marketing officer for William Grant & Sons. The opening session will close out with a keynote address from Terry Bradshaw, an NFL icon and the founder of Bradshaw Bourbon, who will share the story of breaking into the beverage alcohol world—and even offer his expert Super Bowl predictions.
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The 10th annual Brand Battle Championship, taking place on February 3, will spotlight the new beverage brands that are disrupting and elevating the market. The 2026 brands vying for the winning spot are Dulce Oro, Edmonds Honor Vanilla Madagascar Bourbon, Ice & Co. Southern Hard Tea, Culch Vodka, Aryloom, and Oishii Sake Spritz. Not only can attendees find out which one will come out on top, but they can also get inspiration from the innovative new tactics each one is introducing to the beverage landscape.
Throughout the event, attendees can tune in for sessions that range from AI in distribution to current on-premise mindsets, and from the impact of hemp to the benefit of non-alcoholic beverages. The exhibit hall also offers real-time opportunities to connect, network, and learn throughout the event.
It’s not too late to register for WSWA’s 2026 Access LIVE and attend the industry’s leading learning and networking event! For more information, visit the Wine & Spirits Wholesalers of America website.
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