Southern Glazer’s Hosts Second WineForward Event Amid Shifting Consumer Trends
Event summary
- Southern Glazer’s Wine & Spirits will host its second WineForward event on February 4, 2026, at WSWA Access LIVE in Las Vegas.
- The three-hour symposium will explore the wine category's current state and future direction, focusing on engaging younger consumers.
- Industry leaders from The Wine Group, Jackson Family Wines, BeatBox Beverages, Delilah, and RBC Capital Markets will participate.
- The event aims to address wine’s cultural relevance and responsible social consumption in modern contexts.
The big picture
Southern Glazer’s Wine & Spirits is doubling down on strategic initiatives to revitalize the wine category, particularly among younger consumers. The second WineForward event underscores the industry’s need for fresh thinking and renewed engagement strategies as traditional consumption patterns shift. With operations spanning 47 U.S. markets and Canada, Southern Glazer’s leverages its extensive distribution network to drive these conversations forward.
What we're watching
- Consumer Engagement
- How Southern Glazer’s can effectively reintroduce wine as a modern, social beverage to younger demographics.
- Industry Collaboration
- Whether the WineForward event will yield actionable insights that drive meaningful change in the wine category.
- Market Positioning
- The pace at which Southern Glazer’s can adapt its strategies to maintain relevance amid evolving consumer behaviors.