September 17-18, 2026
This uniquely designed event connects current and future women leaders in the wholesale tier by providing networking opportunities, developing advanced leadership skills and business acumen, and equipping attendees with tools to elevate and empower them in their roles in the ever-changing marketplace within the beverage alcohol industry.
Who should attend? The WLC Conference is designed to educate, elevate and empower current and future women leaders in the wholesale tier.
Speakers:
WSWA 101 gives attendees an introduction and update on how WSWA supports you and your teams as the only national membership organization of wine and spirits distributors, including the associations advocacy efforts on federal, state, regulatory, and legal issues impacting the beverage alcohol industry.
Speakers:
A 90-minute hands-on workshop where leaders bring their own AI tool, try real moves on their own work, and leave with the practiced instincts that turn AI from a curiosity into a leverage point. Come with Copilot, ChatGPT, Claude, or whatever you already use and be ready to get hands on.
What attendees will take away:
Each year, WLC chooses a charity to actively support during an organized activity to give back to the community while networking with peers. It is by far one of the highlights of coming together to make a difference at the conference. This year, WLC is a proud sponsor of “I Support The Girls." More information regarding donations coming soon!
Attendees will be divided into small groups to enjoy dinner within walking distance of the hotel on Wharf. Connect with friends and get to know new peers across the industry!
Join your fellow attendees on a morning walk from the Intercontinental Hotel to the Washington Monument (~2.2 miles roundtrip).
Speakers:
Mary O’Brien, Lieutenant General, United States Air Force, Retired
Lori Reynolds, Lieutenant General, United States Marine Corps, Retired
Join us for a powerful conversation with retired 3-Star Generals Mary O’Brien and Lori Reynolds as they explore the role of grit in leadership—how it’s forged, how it’s sustained, and how it transforms individuals and teams in the face of adversity.
Drawing from careers spent navigating high-stakes environments, complex organizations, and often being the only woman in the room, they will share how grit is not just an innate trait, but a discipline that can be developed. From leading in combat to shaping national security decisions, both leaders have relied on resilience, perseverance, and clarity of purpose to push through uncertainty and pressure.
This session will focus on how to recognize and cultivate grit within yourself—especially in moments of challenge, doubt, and change—and how to model and foster it in others. Attendees will gain insight into building teams that embrace discomfort, stay mission-focused under pressure, and grow stronger through setbacks.
General Reynolds, the first female Marine Corps battalion commander in combat, will reflect on how trust and grit intersect to create cohesive, high-performing teams. General O’Brien will discuss how her work advancing military innovation and leading cultural change initiatives required sustained determination and the ability to persevere through resistance.
Together, they exemplify how grit fuels not only personal success, but also the courage to break barriers, lead authentically, and elevate those around you.
“Grit is the quiet strength that keeps you moving when things feel uncertain, overwhelming, or hard. It’s the combination of perseverance and passion over time. Psychologist Angela Duckworth, who popularized the concept, describes grit as sustained commitment to long-term goals—even when progress is slow, obstacles appear, or motivation fades.”
Speaker:
Get beyond the headlines and into the numbers that actually shape your business. In this session, SipSource delivers a clear, practical breakdown of the latest data trends influencing the beverage alcohol industry—from shifting consumer demand and category performance to inventory dynamics and on/off-premise activity. Designed for distributors and supplier partners, this discussion translates complex data into actionable insights you can use in your day-to-day decision-making. Walk away with a sharper understanding of what’s really driving growth, where risks are emerging, and how to adapt your strategies in a rapidly evolving marketplace.
Speaker:
Ashley Davis is a political strategist, global keynote speaker, and trusted advisor on politics, national security, and leadership. A frequent guest on major news networks, Davis is sought after for her insights on national security, foreign policy, and US politics and she is a regular contributor to the Practically Political podcast. She is the author of “The Power Pivot”-- In a world where change is constant and uncertainty is inevitable, adaptability sets you apart. Cultivating emotional intelligence, grit, grace, and courage can turn these pivotal moments into opportunities for extraordinary growth.
Whether you’re a leader seeking to inspire transformation or an individual striving for that next breakthrough, you’ll need to know the difference between staying stuck and stepping into your full potential. Ashley’s proven framework—Intentional Planning, Intentional Purpose, and Intentional Change—offers tangible tools to help you embrace intelligent risk, unlock enthusiasm, and chart a course to sustainable success.
