Future-Proofing Wine and Spirits: Access LIVE 2026 Kicks Off with Vision, Voice and Velocity

LAS VEGAS, NEV., FEB. 03, 2026 - The wine and spirits industry gathered in full force as Access LIVE 2026, the annual industry convention hosted by Wine & Spirits Wholesalers of America (WSWA), opened its doors this week at Caesars Forum in Las Vegas. The event's Opening General Session, held Monday, February 2, delivered a powerful mix of business insights, heartfelt recognition and memorable storytelling - setting the tone for three days of collaboration, innovation and inspiration.

State of the Industry: Moment of Opportunity

WSWA Board Chair Cutter Smith, Co-President of Eder-Goodman, opened the session by grounding the conversation in what he considers the industry's greatest asset: its people. Acknowledging the uncertainty facing the marketplace, Smith emphasized resilience and shared responsibility across the three-tier system. "We're in a moment of incredible change," Smith said. "But we're also in a moment of extraordinary opportunity - and none of us are alone in that." He encouraged attendees to view the current state of the industry not as a challenge to endure, but as a chance to innovate, adapt and strengthen partnerships across wholesale, supplier and retail channels.

WSWA President and CEO Francis Creighton reinforced that message by underscoring WSWA's role as both advocate and connector for the industry: "We exist to advocate for you - not just in Washington, D.C., but in every statehouse and regulatory chamber across the country." Effective advocacy, he stressed, requires unity and engagement from all corners of the industry, reinforcing the idea that progress depends on collective action, clear communication and a shared commitment to modernizing the beverage alcohol marketplace.

Grey Goose® Honey Deuce® Cocktail Named Inaugural "Moment Maker"

Creighton also presented the first-ever WSWA Moment Maker Award, an honor created to spotlight a brand that has gone "beyond the glass" to create a lasting cultural experience. The award honors brand-building efforts that have transcended traditional marketing and become part of a shared ritual. The inaugural recipient was Grey Goose's signature cocktail of the U.S. Open, the Honey Deuce®. It's the drink that has become synonymous with the tournament itself.

Accepting the award on behalf of Grey Goose was Aleco Azqueta, Global Vice President of Grey Goose, who reflected on the cocktail's evolution from creative concept to cultural institution. "We always knew the Honey Deuce® had the potential to become more than a cocktail - and now it's a tradition," Azqueta said. Beloved by fans courtside and at home, the Honey Deuce® has emerged as one of the most recognizable sporting-event cocktails in the world, with over half a million cocktails sold during the 2025 U.S. Open alone, underscoring its enduring appeal and commercial impact.

David Trone Receives Ray Herrmann H.E.R.O. Award

This year's Ray Herrmann H.E.R.O. Award, which was created by WSWA and Breakthru Beverage Group (BBG) and sponsored by BBG, was presented to David Trone, Owner and Founder of Total Wine & More. The award honors individuals who exemplify the values of its namesake - someone who is a Humanitarian, Ethical, Respectful, and One-of-a-kind.

The award was introduced by BBG Co-Chairman Charlie Merinoff, who was mentored by Herrmann. "Ray Herrmann was a giant - a man of vision, empathy, and ethics," Merinoff said. "David carries that legacy forward. He's a humanitarian, ethical, respectful, and absolutely one-of-a-kind."

Trone, who served three terms in the U.S. House of Representatives, reflected on his journey from growing up on the family farm to building the nation's largest independent alcoholic beverage retailer. He spoke about the power of education and hard work, values that have guided both his business and public service careers. "This industry gave me opportunity," Trone said. "And I've made it my mission to give that opportunity back." He also urged the industry to unite around the federal regulation of intoxicating hemp products - pressing Congress to make this a reality in the next year.

SipSource Trends Update: "Right-Sizing" and Realignment

WSWA analysts Danny Brager and Dale Stratton returned to the Access LIVE Main Stage to provide their annual SipSource Trends Update, delivering a data-driven snapshot of the wine and spirits marketplace and what's ahead for 2026. Their outlook was realistic, but not without optimism. "We're in the real world," Brager said, "and the real world and its numbers suggest something a bit different than we might hope."

Both experts underscored the importance of leveraging meaningful opportunities in the face of industry headwinds. "Premiumization is under pressure," Stratton acknowledged, "but not disappearing. Consumers are still willing to spend - they're just more selective. They're drinking better, not necessarily more."

Brager noted younger consumers are redefining the role alcohol plays in their lives, and retailers are adjusting accordingly. "The lines between categories are blurring. From non-alc and hemp to RTDs and functional beverages, consumer choice is broader than ever - and that's both a challenge and an opportunity."

As Stratton noted, "It's time to reframe the conversation. Focus on solutions. Control what you can control."

Consumer Engagement in 2026: Finding the New Touchpoints

A powerhouse panel discussion led by BBG's Danny Wirtz explored evolving consumer engagement strategies.

Rick Tigner, CEO of Jackson Family Wines, challenged the audience to rethink traditional models. "We need to sell experiences, not just wine," he said.

Fuad Hannon, Vice President at DoorDash, commented on how the on-demand platform is reshaping access and discovery: "The digital shelf is infinite, but attention spans aren't - personalization wins."

Bacardi's Aleco Azqueta emphasized storytelling, stating, "People don't remember facts - they remember stories. That's how we build emotional connection and long-term loyalty."

From Gridiron to Glass: Terry Bradshaw's Bourbon Brand Story

The session closed on a high note with NFL Hall of Famer Terry Bradshaw, who joined Moon Distributors CEO Stan Hastings for a spirited chat about Bradshaw's entry into the bourbon business.

The four-time Super Bowl winner recounted how his namesake brand, Bradshaw Bourbon, began as a charity initiative. "It started with a barrel and a dream - and the Wounded Warriors got all the money," he said. "Eventually I thought, if I'm going to keep doing this, my name better be on it."

He also spoke about working closely with his family, personally selecting the blends: "The juice in the bottle? That's mine. The bottle? My design. This brand is 100% me - and when I'm gone, it'll be my family's."

Bradshaw closed with a laugh and a prediction for Sunday's Big Game: "I'll be barbecuing, sipping bourbon, and rooting for good commercials."

Looking Ahead to Access LIVE 2026

As the session wrapped, Francis Creighton reflected on the convention's larger purpose: "Access LIVE is about more than trends and transactions. It's about connection. It's about shaping the future - together."

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 Facebook, X, Instagram and YouTube or follow us at #AccessLIVE26.

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