WASHINGTON, D.C., JAN. 15, 2026 – Wine & Spirits Wholesalers of America (WSWA) today announced Charles “Charlie” Merinoff, Co-Chairman and principal founder of Breakthru Beverage Group, will receive the 2026 Lifetime Leadership Award at Access LIVE 2026. The WSWA Lifetime Leadership Award recognizes industry professionals whose careers have made significant and lasting contributions to the wine and spirits wholesale tier, strengthened the three-tier system, and exemplified leadership and service to their communities throughout a lifetime.
“Charlie is the embodiment of visionary leadership and commitment to this industry,” said Francis Creighton, WSWA president and CEO. “His role in shaping the modern wholesale landscape, combined with his unwavering support for WSWA’s mission and his philanthropic efforts, sets a standard for excellence that has inspired generations of leaders across the beverage alcohol business.”
Merinoff has been a transformational figure in beverage alcohol distribution for over four decades. He began his career in the family’s beverage distribution business in 1980 and later led Charmer Industries before guiding strategic growth through the acquisition of Sunbelt Beverage Corporation, ultimately forming Charmer Sunbelt Group. In 2016, the merger of Charmer Sunbelt Group and Wirtz Beverage Group created Breakthru Beverage Group, one of North America’s largest and most respected wine, spirits and beer wholesalers, where Merinoff continues to serve as Co-Chairman of the Board of Managers and Operating Committee.
Throughout his career, Merinoff has been deeply engaged in community and charitable work. He has served as Treasurer and longtime board member of the Federal Law Enforcement Foundation, sat on the Board of Trustees of the Culinary Institute of America, and currently serves on the Board of Directors of the Thurgood Marshall College Fund. He has also been active in health-care organizations, including the North Shore-Long Island Jewish Health System and Lenox Hill Hospital. Merinoff leads the annual Wine and Wishes tasting and auction, which has raised millions for the Make-A-Wish Foundation of Metro New York.
In recognition of his contributions to the industry and his community, Merinoff has been honored by organizations including the Boys Town of Italy, the Boy Scouts of America, the UJA-Federation of New York, and others. He is a graduate of the University of Wisconsin.
“It is a profound honor to be selected for the WSWA Lifetime Leadership Award,” said Merinoff. “This recognition reflects not only my journey but the incredible people and partners who have defined this industry. I’m humbled to stand alongside past recipients whose leadership has built the safest, most diverse beverage alcohol marketplace in the world.”
The Lifetime Leadership Award will be presented at Access LIVE 2026 in Las Vegas on Wednesday, February 4 during the morning Main Stage session.
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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