WASHINGTON, D.C., JAN. 22, 2026 — Wine & Spirits Wholesalers of America (WSWA) announces programming highlights for Access LIVE 2026, the annual gathering for the beverage alcohol industry, taking place February 2 – 5 at Caesars Forum in Las Vegas, Nevada. Under the theme “Beyond the Glass,” Access LIVE will unite wholesalers, suppliers, retailers and service partners from across the U.S. and around the globe for three days of networking, dealmaking, business intelligence and product discovery.
The event features exciting Main Stage programming, insightful sessions on the LIVE Stage, and immersive activations designed to help businesses thrive in today’s evolving marketplace. With retailers attending free of charge to foster inter‑tier collaboration, Access LIVE continues to be the only annual convention that brings all three tiers of the wine and spirits industry together under one roof.
“We can’t wait to welcome everyone to Las Vegas for Access LIVE 2026,” said WSWA President and CEO Francis Creighton. “Our team is excited to showcase outstanding programming that will inform, inspire and ignite new ideas across the industry. We’re incredibly honored to host not only veteran wholesalers and suppliers but also in emerging categories and brands who are shaping the future of beverage alcohol. This event delivers something for everyone, and we look forward to seeing old friends and new faces in Vegas!”
Main Stage Events (Forum Ballroom):
Opening Session — Monday, February 2
Access LIVE 2026 kicks off with dynamic remarks from WSWA Board Chair Cutter Smith, President of Eder Bros., Inc., and WSWA’s Francis Creighton, on the current state of the beverage alcohol industry.
The session continues with “SipSource Trends Update,” with analysts Danny Brager and Dale Stratton breaking down the latest data and projections informing category performance and future opportunities.
Next up is a panel discussion on “Consumer Engagement Tactics for Today’s Market,” featuring Faud Hannon, Vice President of New Verticals at DoorDash, Rick Tigner, President and CEO of Jackson Family Wines, Danny Wirtz, Vice Chairman of Breakthru Beverage Group, and Verene de Marffy, Chief Marketing Officer for William Grant & Sons, to unpack how changing consumer preferences continue to reshape the industry landscape.
The opening session will close with a fireside chat with Stan Hastings, CEO of Moon Distributors, and NFL icon and Hall of Famer Terry Bradshaw. The four‑time Super Bowl champion and founder of Bradshaw Kentucky Straight Bourbon Whiskey will share the story of building his brand, passing along leadership insights, and ending with bold predictions for Super Bowl LX, to be held just a few days after Access LIVE.
Brand Battle Tournament — Tuesday, February 3
WSWA’s Brand Battle — the iconic, Shark Tank‑style competition where emerging wine and spirits brands pitch their products to a panel of industry experts — returns to the Main Stage on Tuesday. Contenders in this year’s milestone 10th anniversary edition include:
Oishii Spritz, represented by Buzzy Sklar, CEO and Founder.
Dulce Oro, represented by Jordan Anderson, Founder and CEO.
aryloom, represented by Mack Hueber, President.
Edmonds Honor Vanilla Madagascar Bourbon, represented by Tracie Frankin, Liquid Curator, and Steven Brown, SVP of Commercial Sales and Finance for Pronghorn.
Ice & Co Southern Hard Tea, represented by Geoff Ice, CEO.
Culch Vodka, represented by Madison Barker, Portfolio Management, and Anthony Zraly, Chief Growth Officer for T. Edward Wines & Spirits.
The judging panel for this year’s competition represents a who’s who of marketplace leaders, including Clark Calvert of Lipman Brothers, Megan Iaccino of Great Lakes Wine & Spirits, Michael Page of Breakthru Beverage Group, Lacey Sadoff of Badger Liquor and Gary Gruver of Marriott International.
State of the Wine Industry — Wednesday, February 4
On Wednesday morning, WineForward (hosted by Southern Glazer’s Wine & Spirits) takes over the Main Stage with a symposium open to all Access LIVE attendees. This in‑depth conversation will feature top industry voices dissecting emerging trends, shifting consumer behavior and the tailwinds facing producers, wholesalers and retailers. This can’t-miss session will explore where the wine category stands today — and more importantly, where it’s headed next.
LIVE Stage Sessions (Access HQ – Summit Ballroom)
Located in the heart of the exhibit hall, the LIVE Stage will feature thought‑provoking discussions designed to help attendees manage pressing issues and seize new opportunities. Sessions, taking place Tuesday and Wednesday, include:
Wholesaler Power Hour: What Wholesalers Really Think About Intoxicating Hemp.
AI for the Next Era of Distribution: What’s Real, What’s Next, and What to Do Now.
The Power of Stories in a Blurred‑Category World.
The Retail Outlook for Intoxicating Hemp.
Inside the Minds of On-Premise Operators.
From Trend to Tier: How Non-Alc Strengthens the Three-Tier System.
Flavor in Focus: A Zero-Proof Tasting Experience.
TTB Supplier Bootcamp and Q&A.
Operational Efficiencies in Brand Building.
The Hidden Time Drains Burdening Your GTM Team—and What Leaders Can Do.
Start Small, End Big: Building Purpose-Driven Brands That Create Real Impact.
The Hub: Where Brands Build and Connect
Returning to Access LIVE, The Hub is the central destination for brands looking to grow, stand out and connect. Designed as a space for strategy refinement and content creation, The Hub offers a stellar lineup of hands‑on resources:
The Content Lab: A fully equipped on‑site production studio where exhibiting brands can create professional photos (powered by The Apartment Creative Studio) and videos (powered by Pour Agency) for social media, marketing campaigns and brand decks. Sessions are complimentary, but available by appointment only.
Brand Building Bar: One‑on‑one strategy sessions for supplier attendees with seasoned wholesaler marketing and sales professionals offering feedback on positioning, brand strategy and market differentiation. Appointments are required.
Mixology Workshops: Open to all attendees, this area features daily interactive demos with expert mixologists showcasing new techniques, flavor trends and insights to elevate and enhance brand storytelling.
Access LIVE Sponsors
WSWA extends its gratitude to the sponsors whose support makes Access LIVE possible. Key sponsors include:
Adictivo Tequila
American Distilled Spirits Alliance (ADSA)
Andavi
Ansira
Brandhub
Casa Maestri
DHL Supply Chain
Fat Ice
Grey Goose
Hendrick’s Gin
Highlandia
Hyble
Licor 43
MHW
National Tax Agency of Japan
Pronghorn
Supplier Cloud
Teeling Whiskey
The Tasting Alliance
Torch Drinks
Western Spirits
To register or sponsor, please visit accesslive.wswa.org.
About WSWA’s Access LIVE
WSWA's Access LIVE is the largest U.S. event uniting all tiers of the beverage alcohol industry. Featuring buy-sell engagements, high-level information panels, wine and spirits competitions, and C-suite-level networking, this event has been a premier destination for beverage alcohol wholesalers, suppliers and now retailers since its inception in 1943. To learn more, please visit accesslive.wswa.org or connect with us across our social platforms on LinkedIn, Facebook, X, Instagram and YouTube or follow us at #AccessLIVE26.
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