When Cutter Smith, President of Eder-Goodman and current Chair of the Board of Wine & Spirits Wholesalers of America (WSWA), stepped onto the main stage at Access LIVE 2026 in Las Vegas, he didn’t mince words: “We’re in a moment of incredible change. But we’re also in a moment of extraordinary opportunity — and none of us are alone in that.”
That theme — collaboration over isolation — set the tone for Access LIVE as the beverage alcohol industry faces a wave of new challenges, shifting market dynamics and evolving consumer expectations.
As Smith and WSWA President and CEO Francis Creighton made clear, the path forward will be built on shared responsibility, active engagement and open cooperation — not just within each tier of the industry, but across all of them.
The Industry Is Changing — And So Must We
The U.S. wine and spirits marketplace has always been dynamic, but today’s landscape is particularly turbulent. New product categories, regulatory pressures and an increasingly fragmented consumer base have created uncertainty and complexity. But amid this upheaval, Smith sees a rare opening to redefine how the three tiers — suppliers, wholesalers and retailers — work together.
“This isn’t a time to retreat into silos,” Smith told the crowd. “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 resonates across all segments of the industry. From the growth of non-alcoholic and hemp-derived beverages to the rising pressure on traditional spirits categories, the forces at play are too large and too interconnected to be addressed in isolation. No single tier — or company — can tackle these disruptions alone.
As Smith put it, “The only way we move forward is together — distributors, suppliers, retailers — united by a shared interest in building a stronger, smarter, more resilient industry.”
Collaboration Is a Competitive Advantage
Cooperation across the tiers isn’t just feel-good rhetoric. It’s a strategic imperative, especially in the current marketplace.
“We’re not just advocating for the status quo,” said WSWA President and CEO Francis Creighton. “We’re advocating for a modern marketplace — one that values fairness, accountability and the ability to evolve.”
Creighton made it abundantly clear that from his vantage point, the most effective form of advocacy happens when the industry speaks with a unified voice, not fragmented by infighting or territorialism.
“We exist to advocate for you — not just in Washington, D.C., but in every statehouse and regulatory chamber across the country,” Creighton reminded attendees. “But we can’t do it alone. Real impact takes all of us.”
Unity Doesn’t Mean Uniformity
In their addresses, both Creighton and Smith acknowledged how in a competitive industry, not everyone agrees on every issue. Wholesalers compete with one another. Suppliers chase the same shelf space. Retailers vie for the same customers.
But competition and cooperation aren’t mutually exclusive.
“We’re not asking anyone to give up their identity or their strategy,” Smith said. “We’re asking them to engage — to contribute, to listen and to show up for the conversations that matter.”
This perspective is increasingly vital as the regulatory environment around alcohol grows more complex. Issues like interstate shipping, hemp beverage oversight and tax reform require coordinated, tier-spanning responses. If the industry can’t work together to present solutions, others — including less-informed lawmakers and outside interest groups — will step in and shape the landscape for them.
A Call to Engage — Not Just Observe
Another critical point that emerged in the opening session was the need for active participation. According to Creighton, the association can’t advocate effectively without a fully engaged membership.
“Everything we do at WSWA — from Access LIVE to SipSource to grassroots advocacy — is built to serve you,” he said. “But we need your help. We need your voices, your expertise, your input.”
He encouraged every attendee to treat Access LIVE as a launchpad, a place to build the relationships and strategies needed to carry their businesses forward throughout the year.
That means not just attending sessions but sharing what you learn. Not just scanning QR codes, but contacting your lawmakers, collaborating with your distributors and partnering up with your retail partners.
Stronger Together: The Future Is Shared
If there was one message that echoed through every speech and session at Access LIVE 2026, it was that collaboration is a necessity, not a luxury.
“This industry gave me opportunity,” said Total Wine & More Founder and Owner David Trone, who received the Ray Herrmann H.E.R.O. Award during the same session. “And I’ve made it my mission to give that opportunity back.”
That spirit of shared growth, mutual respect, and future-focused thinking is exactly what WSWA hopes to foster — not just at Access LIVE, but year-round.
Creighton said it best in his closing remarks: “Access LIVE is about more than trends and transactions. It’s about connection. It’s about shaping the future — together.”
In that future, everyone — from legacy wholesalers to emerging brands — has a role to play. The only requirement is showing up and working together.