Wine & Spirits Industry Confronts an Era of Unprecedented Disruption

LAS VEGAS, NV – February 09, 2026 – The palpable energy at Caesars Forum last week was a mixture of concern and collaboration as leaders from every corner of the U.S. beverage alcohol industry gathered for Access LIVE 2026. Hosted by the Wine & Spirits Wholesalers of America (WSWA), the three-day summit served as a critical barometer for an industry grappling with seismic shifts, from regulatory minefields and economic headwinds to the meteoric rise of new product categories that are redrawing the market map.

While deals were struck and new products were celebrated, the dominant theme was a frank acknowledgment of the challenges ahead. Discussions in keynote sessions and hallway conversations alike centered on the disruptive force of ready-to-drink (RTD) cocktails, profound uncertainty surrounding hemp-derived beverages, and persistent economic pressures from cautious consumer spending and rising operational costs.

A Call for Unity Amidst Market Upheaval

The tone for the convention was set early, with WSWA leadership calling for a united front. During the Opening General Session, WSWA Board Chair Cutter Smith of Eder-Goodman framed the current climate not just as a challenge, but as a pivotal moment.

"We're in a moment of incredible change," Smith declared to the assembled wholesalers, suppliers, and retailers. "But we're also in a moment of extraordinary opportunity." He stressed that the industry's enduring strength lies in its three-tier system and the collaborative power of its people.

WSWA President and CEO Francis Creighton echoed this sentiment, reinforcing the association's role as a crucial advocate in a complex environment. "We exist to advocate for you — not just in Washington, D.C., but in every statehouse and regulatory chamber across the country," Creighton stated, highlighting the organization's work to navigate the turbulent waters on behalf of its members.

Navigating the New Beverage Frontier: RTDs and Hemp

Two of the most significant disruptions discussed were the explosive growth of RTDs and the regulatory chaos surrounding hemp-based intoxicants. The RTD segment, particularly spirit-based offerings, has evolved from a niche category into a market-shaping juggernaut. In 2025 alone, premixed cocktails generated $3.8 billion in sales, a staggering 16.4% increase year-over-year. This growth, fueled by consumer demand for convenience, flavor variety, and authenticity, has come at the expense of traditional categories like beer and wine, with RTDs doubling their share of total beverage alcohol servings in the U.S. since 2021.

Even more complex is the landscape for hemp-derived beverages. The "regulatory uncertainty" mentioned throughout the conference is a stark reality for businesses attempting to innovate in this space. While the 2018 Farm Bill federally legalized hemp, the regulatory framework remains a tangled mess. The FDA maintains its stance against the interstate sale of beverages containing hemp-derived ingredients, and a federal provision signed in late 2025 established a strict limit of 0.4 milligrams of THC per container, effectively threatening to wipe out much of the existing market. This federal action sits atop a chaotic patchwork of state laws, with some states like Minnesota creating clear rules, while 11 states prohibit sales entirely and others remain in legal limbo. This inconsistency creates a high-risk environment for producers, who could jeopardize their core alcohol licenses by venturing into the legally gray hemp space.

Celebrating Legacy, Leadership, and Collaboration

Amid the focus on future challenges, the event also paused to honor the leaders who have shaped the industry's past and present. The week's most poignant moment came as Charlie Merinoff, Co-chairman of Breakthru Beverage Group, received the WSWA Lifetime Leadership Award for over four decades of service.

Merinoff, a pivotal figure in the 2016 merger that formed Breakthru Beverage Group—now a North American powerhouse with over $8.4 billion in annual revenue—received a standing ovation for his heartfelt remarks. He spoke not of mergers and market share, but of the values that underpin the industry's unique culture.

"What I love about this industry is that we compete by day — and it's brutal out there," Merinoff reflected. "But at night, we come together. We support each other's charities, and we celebrate each other's accomplishments." His speech served as a powerful reminder that in a fiercely competitive market, relationships, integrity, and community remain the bedrock of long-term success.

Innovation in the Spotlight: From Untold Histories to New Tastes

If leadership provided the industry's foundation, innovation was showcased as its future. The 10th annual Brand Battle competition saw Edmond's Honor Vanilla Madagascar Bourbon take home the championship, a win powered by both a unique product and a compelling, untold story. The brand's liquid curator, Tracie Franklin, explained that the bourbon honors Edmond Albius, a 12-year-old enslaved boy who discovered the hand-pollination technique for vanilla orchids centuries ago, revolutionizing the crop's production. The bourbon itself is finished in French Oak Cognac casks that previously held pure Madagascar vanilla extract, creating a complex profile that captivated the judges.

The spirit of fresh ideas was also recognized with the 2026 Hot! New! Now! Award, presented to Lemsecco. The win highlighted the brand's innovative approach to wine, designed to connect with modern consumers seeking new formats. Accepting the award, Senior Brand Manager Cindy Goodridge of Australian Vintage Limited called Access LIVE "a really good place for us to be in front of the people we need to grow with," underscoring the event's role as a launchpad for emerging brands.

The convention also celebrated David Trone, Founder of Total Wine & More, with the Ray Herrmann H.E.R.O. Award, and the iconic Honey Deuce® cocktail by Grey Goose and Bacardi with the inaugural Moment Maker Award.

As the event concluded with the Ovation LIVE reception, the atmosphere was one of cautious optimism. The challenges are formidable, but the shared commitment to collaboration, innovation, and principled leadership left attendees energized for the path ahead. The industry will reconvene to continue these critical conversations when Access LIVE 2027 heads to Dallas, Texas.