The takeaway from this year’s WSWA in Las Vegas was clear: small to mid-sized producers are delivering exciting, high-quality products. Yet, despite WSWA’s efforts, the U.S. beverage industry still struggles to provide these producers with the connectivity to distributors and importers they deserve.
What WSWA did well:
The event was thoughtfully executed and clearly well-organized. Staff were professional and guest-focused, and the event app and daily updates made navigation easy. The presentations by industry leaders were genuinely insightful, and innovation across product categories was inspiring.
The ongoing challenge:
Attendance felt lighter than in previous years— possibly due to Las Vegas costs, high entry fees, or the proximity of Wine Paris. But for many small and mid-sized producers, the bigger challenge remains balancing cost with meaningful connectivity. I spoke with several companies that rented individual suites and invested roughly $18K–$30K to participate who still felt their access to qualified importers and distributors was limited.
The “small to mid-size producers” ballroom at a lower price was buzzing with energy. Tequila brands, non-alcoholic options, hemp-derived products, and beautifully crafted traditional wines and spirits were well represented— yet, many here also shared that their overall ROI didn’t meet expectations.
Looking ahead:
There’s a real opportunity for the beverage industry to rethink how these events are designed, particularly for smaller producers. A more accessible and impactful model—one that prioritizes storytelling, genuine connections, and relationship-building at a sustainable cost—would go a long way.
This gap between great products and meaningful visibility is something I work with producers to navigate every day, and it remains one of the most important challenges—and opportunities facing our industry.
Here’s hoping we continue to see innovation not just in what’s being made, but in how we connect, collaborate, and bring these brands to market.
#WineIndustry #Spirits #TradeShows #WSWA #WineBusiness #SmallProducers
