WSWA Access LIVE, the Wine & Spirits Wholesaler of America’s annual conference, was held Feb. 3-6 in Denver, Colorado. As a proud supporter of the WSWA, Dimensional Insight attended the conference to network with people in the industry and attend the various educational sessions at the event. As always, there was a lot of “buzz” at the show – here are some of the highlights!
State of the industry
According to WSWA, more than 2,000 people from 70 wholesalers (more than 82% of the U.S. beverage alcohol market) attended WSWA Access LIVE this year. The event opened with the State of the Industry address by Dina Opici, president of Opici Family Distributing and chairwoman of WSWA. In her address, Opici discussed some of the current challenges in the wine and spirits industry. Some of these challenges include:
- Uncertainty over tariffs: We are still in a “wait and see” mode when it comes to whether tariffs will be enacted on imports. One area they could particularly impact is wine and spirits, particularly the tequila market. One economic study suggests that a 25% tariff on Mexican wine and spirits could potentially harm 14,000 American jobs and result in $2.5 billion in lost economic output.
- New dietary guidelines: There has been a lot written recently about the 2025 U.S. Dietary Guidelines and whether they will be modified to more greatly stress the harm associated with drinking. Recent studies have found that even low levels of drinking are linked to an increased risk of some types of cancer. In her address, Opici said, “We must ensure that the 2025 Dietary Guidelines for Americans are grounded in sound research, not cherry-picked data.”
Shifting consumer preferences
One of the major pressures currently facing the wine and spirits industry is changing consumer preferences. In particular, younger consumers are shifting away from alcohol consumption and are using more cannabis products. In addition, a greater focus on health means many consumers are opting for non-alcoholic alternatives, or are “zebra striping,” where they alternate their drinks between alcoholic and non-alcoholic varieties.
In terms of which types of drinks consumers are purchasing, most segments of the industry are currently struggling. Stronger performers are ready-to-drink (RTD) cocktails and tequila. These challenges will likely remain through 2025.
How did these trends translate to the show floor? There were a lot of exhibitors that produce THC and hemp drinks. In addition, there were several exhibitors that focused on non-alcoholic drinks that were trying to get attention.
Celebrity sightings
WSWA Access LIVE always attracts several celebrities who have their own alcohol brands and are trying to connect with the distributors who can help them get their products out to market. This year certainly did not disappoint! This year, Breaking Bad stars Bryan Cranston and Aaron Paul spoke at the convention about their journey in creating Dos Hombres mezcal.
In addition, we saw Dan Aykroyd, who was meeting with people about his brand, Crystal Head Vodka. And we saw Robert “Kool” Bell of Kool & the Gang and got to sample his new champagne brand Le Kool.
Odds & ends
There are a few vendors I saw at the event that I’d like to give some shout-outs to:
- At Tuesday night’s TASTE event, I sampled great RTDs from Night Owl Martini (with their espresso martini) and Deko Cocktail (with their Gold Rush). Hoping these brands can continue to grow!
- I also met the guys from Field of Dreams Whiskey at the TASTE event, and let me tell you, the swag I brought home made my baseball-fan husband happy! If you love brands with good stories, look these guys up – they make their whiskey with the actual corn from the Field of Dreams in Iowa. Hoping I’m quick enough to be able to buy one of their bottles in their annual limited release this year.
- Another brand that is a master of storytelling is Pronghorn, which invests in brands to diversify the spirits industry. Loved the video they shared on Delta Dirt Distillery during one of the educational sessions, and I’m appreciative of their efforts to modernize the industry and help small brands gain exposure and grow.
On a final note, this year Dimensional Insight wanted to bring some fun to WSWA, so we set up a basketball hoop outside the show floor and hosted afternoon popcorn breaks. Thank you to everyone who stopped by our booth to talk to us and shoot some hoops!
Kathy started her career in television news writing and producing. She then worked at a public relations agency and as a freelance writer before joining Dimensional Insight in 2013.
Kathy has presented at several events in both healthcare and wine & spirits, including the Healthcare Innovation Summit, the Healthcare IT Marketing & PR Conference (HITMC), and the WSWA Women’s Leadership Council (WLC) Conference. Kathy is a Fellow in the American College of Healthcare Executives (ACHE) and a member of Women of the Vine & Spirits.
She is also host of the Smarter Healthcare Podcast (www.smarthcpodcast.com) and is a member of the Forbes Communications Council.
Kathy holds a bachelor’s degree from Dartmouth College and an MBA from Boston University.
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