Registration is now open for WSWA's Access LIVE 2027, the beverage alcohol industry's largest annual trade gathering, scheduled for February 1–4, 2027, at the Gaylord Texan Resort & Convention Center in Dallas — marking the event's first return to that city in more than 40 years. Early-bird registration rates are available through October 9.
The three-day program brings together wholesalers, suppliers, importers, exporters, and on- and off-premise retailers for dealmaking, education, and networking. For restaurant and hospitality operators in particular, the event offers direct access to emerging brands, distribution leaders, and category data that shape purchasing decisions well before products reach menus or back bars.
Programming Highlights
This year's agenda is organized around three thematic days: business conditions and market opportunities; brand innovation and new product discovery; and wine and data trends. Main Stage sessions will include a welcome from WSWA President and CEO Francis Creighton, keynote speakers, general sessions, and award ceremonies. SipSource® analysts will present the organization's comprehensive State of the Industry report, covering wine and spirits trends and category-specific data that beverage directors and on-premise buyers rely on for forward planning.
A dedicated LIVE Stage inside the exhibit hall will host panel discussions, including the popular Wholesaler Power Hours — candid conversations with distribution-tier leaders about market strategy and business challenges. The Hub area will offer Mixology Workshops focused on menu strategy and drinks development, product photography sessions, and open networking — resources directly applicable to operators building or refreshing their beverage programs. More than 300 booths and 70 private suites will be available for brand showcases and buyer meetings, giving restaurateurs and hospitality procurement teams structured access to a wide range of suppliers.
Brand Battle and Competition
One of Access LIVE's signature features, Brand Battle, returns for its eleventh year. Emerging brands pitch their products live to a panel of industry experts competing for distribution opportunities and media exposure. Past winners include Gray Whale Gin (2019), Campesino Rum (2022), Sunshine Punch (2023), Quintaliza Tequila (2024), Amante 1530 (2025), and Edmond's Honor (2026). The competition has a proven track record of surfacing brands that subsequently appear on restaurant and bar menus across the country, making it a useful scouting opportunity for on-premise buyers.
Preceding the main event, the Tasting Competition — held in partnership with The Tasting Alliance — gives brands a chance to earn recognition before the show floor opens. Winning products will be featured at the Best in Show Tasting, open to attendees on the exhibit floor.
For operators tracking beverage industry trends or sourcing new additions to their wine and spirits programs, Access LIVE represents one of the most efficient single venues for supplier discovery in the U.S. market. Those monitoring restaurant beverage strategy and purchasing will find the data sessions and wholesale-tier panels particularly relevant as on-premise alcohol sales continue to evolve heading into 2027.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
