Industry Issues

Addressing more than 2,000 attendees representing 70 wholesaler companies — accounting for over 82% of the U.S. beverage alcohol market and an estimated $60 billion in sales — Dina Opici, president of Opici Family Distributing and chairwoman of Wine & Spirits Wholesalers of America (WSWA), delivered the State of the Industry address at Access LIVE 2025.

Opici provided a clear-eyed assessment of the challenges facing wholesalers, suppliers, retailers, and industry leaders. She outlined the current and potential future headwinds while reinforcing WSWA’s commitment to advocating for its members and their partners.

“We need to align as a group — because the more voices, the stronger the message,” Opici said, emphasizing the critical role of advocacy in the months ahead.

Opici began with a candid discussion of the industry’s struggles, noting that economic pressures and evolving consumer preferences are reshaping the beverage alcohol landscape.

“For the first time in history,” Opici said, “regular cannabis use among Americans is more common than regular alcohol consumption,” pointing to broader cultural shifts influencing purchasing patterns. Additionally, the increasing use of GLP-1 weight-loss medications, which have been reported to reduce alcohol consumption, adds to market uncertainty.

According to SipSource data presented at the conference, ready-to-drink (RTD) cocktails and tequila remain strong performers. However, beyond these categories, the industry is struggling to find growth. While some premium spirits — such as vodka, whiskey and gin — are benefiting from premiumization trends, other segments, including brandy, cognac, and mid-priced table wines, are underperforming. Wine sales continue to decline, with on-premise sales struggling more than off-premise as inflation weighs on bars and restaurants.

“The market is no longer what we once knew,” Opici said. “We need to look at this as a chance to evolve and innovate.”

With so much at stake, Opici made one message abundantly clear: Advocacy isn’t just a job for trade associations like WSWA — it’s everyone’s responsibility. “WSWA is leading the charge,” she said, “but they can’t do it alone. It takes everybody.”

The event also welcomed Aaron Paul and Bryan Cranston, Hollywood actors and co-founders of Dos Hombres Mezcal. The duo sat with Mark Chaplin, executive vice president of Southern Glazer’s Wine & Spirits (SGWS), for a conversation about their foray into the beverage alcohol industry at Access LIVE 2025. Their discussion highlighted how authenticity, hard work, sustainability and strong relationships have been instrumental in building their brand from the ground up.

Rather than just slapping their names on an existing product, they traveled together to Oaxaca, Mexico, where they tried every mezcal they could find. They eventually met Gregorio Velasco, a third-generation mezcalero, and set up production in the remote village of San Luis del Río.

But their success didn’t come without significant effort. Cranston emphasized how many assume celebrity-backed brands are pure vanity projects, but that’s not how things worked with Dos Hombres.

Beyond building a successful brand, the duo has focused heavily on giving back to the community that produces Dos Hombres. Their partnership with the people of San Luis del Río goes beyond production; it is also rooted in social responsibility and sustainability.

Another central theme of the discussion was the importance of relationships and strategic partnerships in the beverage alcohol industry.

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.

New sponsors, including Jose Cuervo and Finlandia Vodka featured unique activations and interactive experiences throughout the event. Wines of Sicilia also featured many wines from their region at the opening reception.

The event also welcomed a collection of exhibitors. The following are highlights from those exhibitors:

Bacardi Ltd. promoted its portfolio of international spirits, including BACARDÍ rum, PATRÓN tequila, GREY GOOSE vodka, DEWAR’S Blended Scotch whisky, BOMBAY SAPPHIRE gin, MARTINI vermouth and sparkling wines, CAZADORES 100% blue agave tequila, and other leading and emerging brands including WILLIAM LAWSON’S Scotch whisky, D’USSÉ Cognac, ANGEL’S ENVY American straight whiskey, and ST-GERMAIN elderflower liqueur.

Bogle Family Vineyards highlighted its collection of wines such as reds, whites, rosé, sparkling and more.

Family-owned and operated beverage alcohol wholesaler Breakthru Beverage Co. highlighted its diverse portfolio of 6,000-plus wine, spirits, and beer brands — plus fine wine, non-alcoholics, and emerging spirits — from the industry’s leading suppliers. Breakthru Beverage focuses on three key differentiators that drive its business forward: people, portfolio, and platform.

Casa Maestri Distillery was created with a dream to become a leading distillery most notably known for its quality and award-winning tequilas. Led by Celia V. Maestri, Casa Maestri has been contributing to the growth of the tequila industry for decades, it notes. The Maestris established the Destiladora del Valle de Tequila Distillery in 2008. In addition to its own portfolio, Casa Maestri is a producer of private brand tequilas. The company owns its agave fields to source its agave for the distillation process.

Descartes promoted its on-demand, software-as-a-service solutions focused on improving the productivity, security and sustainability of logistics-intensive businesses. Its modular, software-as-a-service solutions allow operations to route, track and help improve the safety, performance and compliance of delivery resources; plan, allocate and execute shipments; rate, audit and pay transportation invoices; access global trade data; file customs and security documents for imports and exports; and complete numerous other logistics processes by participating in the world’s largest, collaborative multimodal logistics community.

Encompass Technologies highlighted its comprehensive cloud-based platform that connects manufacturers, distributors, and retailers in the beverage and food industry. Encompass solutions span full ERP, CRM, eCommerce, data and insights, route accounting, warehouse management, logistics, data warehousing, financials, sales execution, and more.

Everlance highlighted its mileage and expense management expertise. The software company noted it helps businesses and independent workers save time and money with easy-to-use financial tools. The company helps beverage distributors control reimbursement costs and deliver an attractive job benefit to employees on the road, it notes. The end-to-end platform tracks employee trips automatically, facilitates reports and approvals, verifies compliance and can even pay teams. With visibility at every step, the platform allows distributors to accurately and efficiently reimburse employees for their mileage and expenses, it adds.

GoSpotCheck by FORM promoted its mobile technology that improves execution from the frontline. FORM’s digital assistant for teams guides daily tasks, boosts communication, and provides leaders with real-time intelligence to drive faster actions and better decisions. FORM activates and connects teams in the field ― with leaders, missions, and each other ― so they can deliver success in the enterprise, it says.

Graham Packaging offers sustainable packaging for a range of markets, including industrial, food, beverage, home care and dairy, health food and nutrition. For beverage, its creative services team can deliver a standout plastic beverage bottle design that showcases the products, it says. Additionally, its commitment to sustainable, responsible packaging allows customers to feel good about their beverage bottle choice, it says.

IPL Packaging, a global supplier of customized luxury and premium packaging, offering a full-service solution from design-to-delivery, highlighted its capabilities in supporting secondary packaging needs. The international company designs and manufactures high quality, cost-competitive and innovative secondary packaging.

JaM Cellars promoted its newest addition to its fan-favorite Butter lineup: ButterLight Chardonnay. Crafted with the same dedication to quality that defines the Butter portfolio, ButterLight offers wine consumers an authentic grape-to-bottle, great-tasting glass of wine at just 85 calories for a 5-ounce glass, the company says. Crafted with the same grapes selected for regular Butter Chardonnay, ButterLight has flavors of bright lemon mousse laced with creamy vanilla and shortbread crumbles, the company notes. ButterLight is a terrific choice for those seeking a lighter wine option without sacrificing flavor and quality, it says. The company also highlighted its ButterCans, which are available in 250-ml four-packs (1-liter equivalent), are identifiable with the same signature, bright yellow label.

Jones Soda promoted its crossover cannabis brand: Mary Jones, which features THC- and HD9-infused versions of the company's most popular mainline craft sodas with no weedy aftertaste. Mary Jones was the first non-alcohol CPG brand to crossover into cannabis. The brand's cannabis products are now sold in dispensaries in California, Washington, Michigan and Canada, with ongoing expansion into other cannabis-legal markets. Mary Jones also sells hemp delta 9 (HD9) craft sodas, gummies and shooters through liquor stores and other brick-and-mortar retailers across the country as well as online.

Mother Murphy’s Flavors showcased its flavor solutions. The company ships its food flavoring, flavor extracts and powdered flavoring to more than 30 countries. Its beverage flavors are available in natural, natural and artificial, and artificial formulations. The company shares that it continues to come up with innovative ways to meet consumer demand for healthy, organic and clean-label beverages that trigger the consumer’s taste buds and drive brand loyalty. Using its tea flavors, coffee flavors and powder flavoring, its customers continue to bring new and exciting products to market, it notes. Mother Murphy’s has helped them create drinks in categories including beverage alcohol, aseptic drinks, carbonated drinks, coffee, energy drinks, fruit drinks, flavored drinks, smoothies and vitamin water, it adds.

Motus highlighted its mobile workforce solutions. Its platform simplifies the reimbursement and management of vehicle and device costs through personalized calculations, it says.

Nissan North America shared how its Nissan Business Advantage provides companies with a variety of fleet benefits such as volume-based incentives, priority service and flexible financing for as few as one vehicle.

Fourth-generation, family-owned wholesaler Opici Family Distributing is celebrating 90 years in business. Opici is dedicated to importing and distributing quality wines and spirits across New Jersey, Connecticut, Washington, D.C., Maryland and Delaware, and Opici partners with RNDC in the New York market.

Phoenix Packaging International promoted its specialty in glass bottles and jars; ceramic bottles and jars; plastic bottles and jars; caps (plastic, metal and glass); corks (natural, synthetic and composite); crowns; pewter labels; pumps and sprayers; and custom designed packaging.

A leading national beverage distributor in wine and spirits, RNDC has established its reputation by bringing the industry’s brightest talent together, consistently igniting opportunities for its suppliers, customers and associates. Operating in the District of Columbia and 39 states across the United States, it’s committed to being the most valuable partner to the partners it serves. 

SōRSE Technology promoted its water-soluble emulsion technology for functional ingredients in food, beverages, and nutraceuticals. SōRSE emulsions offers near-perfect dosing, are proven in market, and provide a consistent cannabis experience for the consumer, it says.

Southern Glazer’s Wine & Spirits is a multi-generational, family-owned company with operations in 47 U.S. markets and Canada, as well as brokerage operations through its Southern Glazer’s Travel Retail Sales & Export Division in the Caribbean, Central and South America. Southern Glazer’s urges all retail customers and adult consumers to market, sell, serve, and enjoy its products responsibly.

Sovereign Flavors highlighted its wide range of crafted flavors, designed to elevate products. Offering vibrant natural flavors, clean, organic selections as well as TTB-approved options, the company aims to deliver quality and innovation to meet flavoring needs, it notes.

Tito's Handmade Vodka promoted it is certified Gluten-Free by the Gluten-Free Certification Organization. The craft vodka is produced in Austin, Texas, made in batches with the use of old-fashioned pot stills. Tito’s Handmade Vodka is distilled and bottled by Fifth Generation Inc.

VIP notes that it partners with beer distributors, soda bottlers, breweries, wineries, distilleries, and other beverage suppliers help their businesses run smoother, smarter, and more profitably. From helping distributors improve their warehouse, delivery, and sales operations, to empowering suppliers to know where their products are and how they’re selling, VIP has the technology and expertise to help these businesses thrive, it says.

Later this year, the WSWA will gather owners, CEOS and executives for its Annual Membership Forum, taking place Sept. 10 and 11. Registration can be made online at www.wswa.org.