WSWA’s Access LIVE 2025 Highlights Adaptability and Durability
The Colorado sunshine welcomed attendees from across the U.S. as they congregated at Wine and Spirits Wholesalers of America’s Access LIVE in early February. Over 2,000 industry professionals came together to discuss industry challenges, highlight opportunities and learn about the future of wine and spirits at the Gaylord Rockies Resort & Convention Center in Aurora, CO.
Dina Opici, president of Opici Family Distributing and chairwoman of WSWA, opened the 2025 event with a State of the Industry address. Providing an assessment of the challenges facing wholesalers, suppliers and retailers, she outlined the current and potential future headwinds.
What’s worrying companies?
Tariffs on imported wine and spirits was arguably the most discussed topic throughout the entirety of Access LIVE 2025. Beverage alcohol companies everywhere are scrambling to sign last-minute contracts before potential price hikes.
Given tequila’s role as a major driver of U.S. spirits sales, tariffs pose a significant concern. According to economic analysis by John Dunham and Associates, a 25% tariff on tequila alone could cost 14,000 jobs and result in $2.5 billion in lost economic output.
“We have to tell our story,” Opici said in her address. “Our products are deeply tied to their country of origin, and the administration must understand that these tariffs will hurt American businesses just as much as foreign producers.”
Another pressing topic Opici noted is how consumer preferences are reshaping the beverage alcohol landscape.
“For the first time in history, regular cannabis use among Americans is more common than regular alcohol consumption,” Opici said.
She also mentioned the increasing use of GLP-1 weight-loss medications, which have been reported to reduce alcohol consumption, and is adding to market uncertainty.
“The market is no longer what we once knew,” Opici said. “We need to look at this as a chance to evolve and innovate.”
Beer, wine and spirits trends
SipSource analysts Danny Brager and Dale Stratton presented new, year-ending data at Access LIVE, delving into what the industry can expect in 2025 and how businesses can achieve growth after a year of turmoil.
“Recovery will be slow, but Q1 comps are strong. Spirits in Q1 2024 were down -4.8% in volume and -5.7% in revenue while wine saw decreases of -9.5% in volume and -7.6% in revenue,” said Stratton. “In 2025, we should expect to see less impact from inventory management at the retail level — what destocking can happen already has. Retailers can only destock so far before failing to meet their consumers’ needs.”
Even though spirits sales still aren’t what they used to be, brands entering the alcohol-free category are finding success. Big market players such as Guinness, Budweiser and Heineken have released their own zero proof brews and consumers are increasingly choosing these alcohol-free options.
“The flavors are getting more sophisticated. The category is really taking off,” said Stephanie Honig, YOLO Brand Group, during the session, More than a Trend: How Non-Alcoholic Wine & Spirits are Reshaping the Market. “Last year alone, the nonalcoholic market grew from $380 million to $440 million. That’s a 30% increase.”
And brands aren’t the only ones catching on to this trend. Honig explained during the session that she is also seeing a lot of distributors get involved in the category.
“We’re seeing a lot of growth and demand on all sides,” she says. “We’re also seeing a lot of involvement with distributors who want to get in the game.”
Hemp beverages still taking up shelf space
As Opici mentioned in her opening address, regular cannabis use among Americans is more common than regular alcohol consumption. And that includes cannabis-infused beverages.
The global cannabis beverages market size is projected to grow from $3.09 billion in 2024 to $117.05 billion by 2032, according to Fortune Business Insights. The U.S. market in particular is projected to grow significantly, reaching an estimated value of $81.44 billion by 2032, driven by increasing legalization of cannabis and cannabis-based products across several states.
As the category continues to skyrocket in popularity, many are wondering if beverage alcohol policies should also apply to infused drinks.
“I think a lot of federal alcohol policy does apply to THC beverages, but there are some really big differences that we need to consider” says Dr. Gillian Schauer, executive director, Cannabis Regulators Association (CANNRA), during the session Intoxicating Hemp: Regulation in the States and the Road Ahead. “First is that THC impacts people very differently than alcohol, and there’s a lot we don’t know about that yet.”
Dr. Schauer also mentions that THC is fat soluble, while alcohol is water soluble. Between how the body reacts and how it metabolizes THC compared to alcohol, “there’s really no good science to suggest the equivalency of these,” she says.
While more research is done on THC and how it impacts consumers, these beverages will continue to be regulated differently than alcohol and will only be available in states where they are legal.
WSWA remains optimistic
WSWA’s Access LIVE 2025 ended on a high note, bringing out Aaron Paul and Bryan Cranston, Hollywood actors and cofounders of Dos Hombres Mezcal, on stage for a conversation about their foray into the beverage alcohol industry. Their discussion highlighted how authenticity, hard work, sustainability and strong relationships have been instrumental in building their brand from the ground up.
Paul and Cranston credited their strong distributor partnerships, particularly with SGWS, for helping them scale. Beyond distribution, though, their hands-on approach has played a critical role.
They frequently visit bars and restaurants together to introduce the brand themselves, personally thanking establishments that carry Dos Hombres and persuading those that don’t.
Acknowledging the current industry challenges, such as shifting consumer preferences and increased competition, both Paul and Cranston said they remain optimistic.
Paul encouraged those in the industry to “buckle up and keep marching forward.” Cranston echoed that sentiment, stressing the need for brands to embrace change, community stewardship and staying true to their core values.
Paul and Cranston aren’t the only optimists in the industry. In Opici’s opening address, she also mentioned the beverage alcohol industry’s ability to adapt and stay strong over the years.
“When you look back on our industry’s history, you could describe it as one of durability, adaptability and unwavering commitment to responsibility,” she said. “Now, more than ever, we must work together — not just with each other, but with our partners across the three-tier system.”
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