WSWA Annual Membership Forum Equips Wine and Spirits Wholesaler Leaders to Navigate Market, Policy and Technology Shifts
Wine & Spirits Wholesalers of America (WSWA) convened its 2026 Annual Membership Forum in Chicago on Oct. 1‑2, bringing together wholesale executives to tackle market, policy and technology challenges.
Over two days, members heard actionable insights on market conditions, public policy priorities, technology adoption and the forces reshaping the wholesale tier.
“More change means more opportunity, and our job is to make sure our members have the tools, resources and public policy environment they need to compete and grow,” said Francis Creighton, President and CEO of WSWA. “The Forum is one of the most important events we have each year to listen to our members, share what we’re seeing across the industry and work together on the issues that matter most to the wholesale tier.”
Advocacy and Policy Focus
WSWA leadership outlined federal and state policy priorities, the role of WSWA‑PAC, and the evolving regulatory landscape.
Members received an update on intoxicating hemp beverages, a fast‑growing segment lacking consistent federal oversight, and WSWA’s push for the Beverage Regulatory Parity Act (H.R. 10079) to establish clear rules.
Data and Market Insights
SipSource® Analyst Danny Brager presented the latest wine and spirits market data, revealing a sector facing multiple macroeconomic pressures while showing stabilization across core categories.
Brager noted that smaller format sales are trending upward, true premiumization remains scarce, and shelf‑space pressure has driven a three‑to‑five percent decline in distribution points for wine and core spirits over recent years.
“In a difficult market, reliable data matters more than ever, as businesses look for facts to guide sales, forecasting and strategic decisions,” Brager emphasized.
AI and Technology Adoption
Brooks Hamilton, Founder and CEO of AI Strategy Advisors, distinguished meaningful changes inside distribution businesses from industry hype and offered a practical framework for prioritizing AI investments.
Ajay Rai of Masava, the 2026 Forum sponsor, demonstrated how AI can connect fragmented systems, improve visibility, reduce inefficiencies and optimize resource allocation.
Member Engagement and Leadership Transition
Large and Small Enterprise Council sessions allowed members to set priorities for the coming year and discuss engagement strategies.
The Forum also marked a board leadership transition, with Michael Hertz of United Distributors succeeding Cutter Smith as Chairman for 2027.
Industry Outlook
Mark Brown, Executive Chairman of Sazerac Company, warned that media headlines often overstate industry decline while a neo‑prohibitionist movement threatens a responsible, well‑regulated marketplace.
“Suppliers, wholesalers and retailers must stand together to defend a responsible, well‑regulated marketplace and tell a stronger, unified story about our industry,” Brown said.
About Wine & Spirits Wholesalers of America
Founded in 1943, WSWA represents more than 380 member companies across 50 states and the District of Columbia, distributing over 80 percent of all wine and spirits sold wholesale in the United States.
Media Contact
Christy Moran
Senior Vice President, Communications & Marketing
christy.moran@wswa.org | (202) 669‑3293
