A New Era in Beverage Distribution: Insights from WSWA Access Live 2025 

I was able to attend Wine & Spirits Wholesalers of America’s (WSWA’s) Access Live 2025 in Denver, and let me tell you—this year’s event was once again packed with information and some surprising insights!

One statement from the main stage really stuck with me: Q4 2024 marked the first time non-alcoholic beverage sales outpaced alcoholic sales.  

That unexpected discovery came during the State of the Industry address from Dina Opici, chair of WSWA's board of directors and president of Opici Family Distributing, and it echoed through every panel, hallway conversation, product demos, and post-session happy hour (many of which, ironically, featured mocktails and alternative cocktails). 

This isn’t just a blip—it’s a seismic shift. 

Dina emphasized that the beverage distribution industry isn’t just evolving, it’s diversifying. Consumers are making more intentional choices around alcohol, driven by health consciousness, generational shifts, diet drugs, and a wider acceptance of mindful drinking. That’s not to say people are abandoning alcohol altogether, but as Danny Brager from SipSource later explained in his year-end trend analysis, “We’re seeing not a decline in celebration, but a redefinition of it.” 

The data backs it up: SipSource showed that while spirits and wine posted continued declines through 2024, non-alcoholic offerings grew at unprecedented rates, particularly in the final quarter. Categories like non-alcoholic spirits and beer, which were once fringe novelties, are now serious business. 

As someone in the distribution space, here’s what I took away—and what I’m bringing back to my team: 

Non-alc isn't a niche anymore; it’s a growth driver. If you’re not actively building a portfolio in this category, you’re missing out on shelf space, sales velocity, and consumer loyalty. Dina called on all of us to think more broadly about what it means to be a distributor in 2025—and that includes embracing wellness and moderation trends.  

Brand expansion has been ongoing over the last decade, but more SKUs means that loading and distribution becomes more complex and potentially compromises vehicle utilization.  

Emerging NA brands are coming in hot, but many don’t have traditional go-to-market strategies. As Francine Katz, EVP of Commercial Strategy at SipSource, pointed out in the data breakdown session, distributors who can offer flexible beverage logistics, strong relationships, and education around placement will be the ones who help these brands scale—and reap the benefits.  

Being adaptable to more dynamic routing strategies will allow you to better serve those that want to try smaller quantiles of new products to validate whether or not to carry them.    

Retailers are adjusting their shelf sets. Bars are reworking menus. Grocers are dedicating endcaps to non-alc. Be ahead of that curve. That means working closely with accounts to ensure they’re stocked, trained, and excited to showcase NA options. 

Your reps need to understand this space just like they do bourbon or rosé. Taste profiles, use occasions, mocktail recipes—this stuff matters. Equip them. 

One of the best panels of the event was the deep dive into SipSource’s 2024 report. The takeaway? The beverage distributors that win will be the ones who can read and react to granular consumer trends—fast. We’re making it a priority to invest in our customers to show them how to use better analytics to understand the operations of their distribution operations.

As Dina put it, “It takes everybody.” That includes not just suppliers and retailers, but also us—the distributors and their vendors—who are the connective tissue of the industry. The rise of non-alcoholic beverages isn’t a threat. It’s an invitation to grow, to rethink how customers are served, and to embrace a broader vision of hospitality and celebration. 

Access Live 2025 made one thing clear: we’re entering a new era in beverage distribution, and the most adaptable among us will lead the charge. This adaptability isn’t just about product sets, but how we run our businesses.  

Learn how our robust delivery management platform can help your operation achieve the next level of success.  

Cheers! 

About the Author: Cyndi Brandt, VP of Fleet Solutions

Cyndi Brandt is VP of Fleet Solutions at Descartes, leading go-to-market strategy for fleet solutions. With 23 years in transportation technology, she brings deep expertise in last-mile and over-the-road operations, dispatch and tracking, telematics, ELDs, video-based safety, and data analytics. Her cross-sector experience helps her connect the dots between industry challenges and impactful solutions. 
When she's not driving innovation, she's likely sipping a Cardamom Clove Fashioned—her signature twist on a classic.

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