Wine & Spirits Wholesalers of America (WSWA) concluded its highly successful Access LIVE 2026 event last week at Caesars Forum in Las Vegas, bringing together wholesalers, suppliers, and retailers from across the country for three days of deal-making, data-driven insights, and frank conversations about the forces reshaping the beverage alcohol marketplace.
The convention was marked by several notable award presentations, including WSWA’s 2026 Hot! New! Now! Award to Lemsecco, which recognized the brand’s fresh approach to wine innovation and its ability to connect with modern consumers seeking new formats and occasions. The award was presented by WSWA President and CEO Francis Creighton.
Additionally, WSWA presented its Lifetime Leadership Award to Charlie Merinoff, Co-chairman of Breakthru Beverage Group, in recognition of his 40-plus years of service, stewardship, and influence within the beverage alcohol industry. In a standing ovation, Merinoff reflected on a career defined by business success, relationships, integrity, and community.
The convention also featured a robust schedule of programming sessions addressing market disruption, consumer trends, and regulatory challenges. WSWA’s iconic Brand Battle competition, now in its 10th year, saw six emerging brands pitching their products to a panel of industry experts, with Edmond’s Honor Vanilla Madagascar Bourbon taking home the championship.
The convention also celebrated excellence and impact through additional plaudits, including the Ray Herrmann H.E.R.O. Award, presented to David Trone, Owner and Founder of Total Wine & More, and the inaugural Moment Maker Award, which recognized the iconic Honey Deuce, US Open signature cocktail created by Grey Goose and Bacardi.
The tone for the week was set during the Opening General Session, where WSWA Board Chair Cutter Smith, President of Eder-Goodman, and WSWA President and CEO Francis Creighton called on industry leaders to face these challenges together. They emphasized that the industry’s strength lies in its people and its ability to collaborate across the three-tier system.
The next Access LIVE event will take place Feb. 1-4 in Dallas, Texas, continuing the tradition of bringing all three tiers together to shape the future of the beverage alcohol industry.
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