The wine and spirits industry descended on Las Vegas this week, and the energy at Caesars Forum was absolutely electric. WSWA Access LIVE 2026 kicked off Monday, February 2, bringing together the biggest names in distribution, retail, and hospitality for what’s quickly becoming the must-attend event of the year. If you weren’t there, here’s what went down during the first two jam-packed days.
Monday: Setting the Stage for What’s Next
Registration opened early Monday morning, and by mid-afternoon, the Forum Pre-Function was buzzing. The real action kicked off at 4:15 PM with the Opening General Session: State of the Alcohol Industry: a no-holds-barred look at where the three-tier system stands in 2026.
Industry leaders addressed everything from regulatory shifts and consumer behavior changes to the economic headwinds facing distributors and suppliers. The message was clear: adapt or get left behind. With category blurring, non-alc growth, and emerging products like intoxicating hemp on the horizon, the traditional playbook is being rewritten in real time.
By 6:00 PM, attendees poured into the Main Stage for Celebrate LIVE, the official opening night reception. Think high-energy networking, premium pours, and the kind of handshakes that turn into deals. It was the perfect warm-up for what would be an action-packed Tuesday.
Tuesday Morning: Brand Battles and AI Takes Center Stage
Day two started strong with Brand Battle & Breakfast at 8:00 AM. If you’ve never seen a Brand Battle, imagine a high-stakes pitch competition where suppliers have minutes to convince wholesalers why their product deserves shelf space. The presentations were sharp, the competition fierce, and the breakfast surprisingly good for a trade show.
But the session everyone was talking about? Nick Pericle’s 10:00 AM presentation on AI for the Next Era of Distribution. Pericle, founder of Tenexity, broke down what’s real, what’s hype, and what wholesalers and suppliers should actually be doing right now to leverage artificial intelligence. From demand forecasting to route optimization and customer engagement, AI isn’t just coming: it’s already here. The takeaway? Start small, test smart, and integrate strategically. No one’s asking you to build Skynet, but ignoring AI in 2026 is like ignoring e-commerce in 2006.
Following his stage session, Pericle held advising sessions at HQ Connect where attendees could dig deeper into implementation strategies. Let’s just say the line was long.
Wholesaler Power Hour: The Hemp Conversation No One’s Ignoring
At 11:00 AM, the Wholesaler Power Hour: What Wholesalers Really Think About Intoxicating Hemp drew one of the biggest crowds of the day. And for good reason: this is the topic keeping legal teams and compliance officers up at night.
Panelists included Sara Harmelin from Allied Beverage Group, Lacey Sadoff from Badger Liquor, and Justin Ashby from Southern Crown Partners. The discussion was candid, occasionally heated, and incredibly valuable. Should hemp-derived THC beverages move through the three-tier system? How do you navigate a patchwork of state regulations? What’s the liability exposure?
There were no easy answers, but the consensus was clear: ignoring hemp isn’t an option. It’s a multi-billion-dollar category, and wholesalers need to get educated, get compliant, and get strategic: fast.
Leaders in Conversation: Industry Titans Talk Shop
Just after noon, the Leaders in Conversation session brought together two absolute heavyweights: Charlie Merinoff, CEO of Breakthru Beverage Group, and David Trone, founder of Total Wine & More. Moderated beautifully, the conversation covered everything from market consolidation and the future of independent retail to evolving consumer expectations and the role of technology in modern distribution.
Trone talked about Total Wine’s commitment to selection and education, while Merinoff emphasized the importance of supplier partnerships and agility in an unpredictable market. It was one of those rare moments where you could feel the decades of experience in the room: and learn something from every answer.
Mixology Masterclass: Tony Abou Ganim Brings the Heat
If you needed a break from data and strategy, Tony Abou Ganim’s Pisco Punch masterclass at 11:30 AM was the perfect escape. The legendary mixologist walked attendees through the history, technique, and modern applications of one of cocktail culture’s most underrated classics.
Pisco: a South American grape brandy: has been having a moment, and Abou Ganim made it clear why. His demo was equal parts education and entertainment, with plenty of tastings to go around. By the time he wrapped, half the room was ready to add Pisco cocktails to their menus.
Later in the afternoon, Michael Page led a session on Making the Menu: What Makes a Brand Cocktail-Friendly, breaking down the criteria bartenders and beverage directors use when deciding what earns a spot on their back bar. Spoiler: it’s not just about taste: it’s about versatility, branding, and profit margins.
The Non-Alc Revolution: From Trend to Tier
By 3:00 PM, the conversation shifted to one of the fastest-growing segments in the industry: non-alcoholic beverages. The panel From Trend to Tier: How Non-Alc Strengthens the Three-Tier System featured Rachel Martin (Cofounder and Lead Instructor at AFNA Wine Certified™), Chad Lapp from Opici Family Distilling, Emily Heintz of Sèchey, and Esther Park from InvestBev.
The discussion was a reality check for anyone still treating non-alc as a fad. With sober-curious consumers driving demand and premium brands delivering quality that rivals their alcoholic counterparts, this category is here to stay. The panel explored distribution strategies, pricing models, and how non-alc products can actually drive traffic and trial within the traditional three-tier framework.
At 3:30 PM, attendees got hands-on with a Flavor in Focus: A Zero-Proof Tasting Experience, sampling some of the best non-alc spirits, wines, and ready-to-drink options on the market. The verdict? If you’re not paying attention to this space, you’re missing out.
Tuesday Night: TASTE Wraps It Up
By 5:30 PM, it was time to unwind. The TASTE reception in Forum 105 brought together the best bites and sips from the show floor, giving attendees one last chance to network, taste, and close deals before heading off to private dinners and after-parties across the Strip.
The vibe was celebratory but focused: this is a working event, and everyone knows it. Conversations that started on the show floor continued over glasses of wine and whiskey, and more than a few business cards changed hands.
The Bigger Picture: Why Access LIVE Matters
WSWA Access LIVE isn’t just another trade show: it’s the premier event where wholesalers, suppliers, and retailers come together to shape the future of the alcohol industry. With over 8,000 attendees expected and hundreds of brands showcasing new products, innovations, and strategies, this is where relationships are built and deals get done.
The first two days made one thing abundantly clear: the industry is evolving fast. From AI-driven distribution and intoxicating hemp to non-alc growth and the power of storytelling in a blurred-category world, the old rules are being rewritten. The winners in this new era will be the ones who stay curious, stay compliant, and stay connected.
If the energy and insights from Days 1 and 2 are any indication, the rest of the week is going to be just as impactful. Stay tuned for more coverage as Access LIVE 2026 continues to deliver the conversations, connections, and cocktails that move the industry forward.
For more on industry trends and event coverage, check out our preview of upcoming ECRM Foodservice sessions and our deep dive on why 84% of Gen Z are trying social media food trends.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
