EDITOR ' S NOTE

As we step into 2026, the beverage alcohol industry finds itself at a fascinating— albeit complex— crossroad. For the modern wholesaler, the " business as usual " playbook has officially been retired. We are moving away from a period of broad-market expansion and entering an era defined by selective premiumization and radical moderation.

SipSource data for 2026 suggests a " volume tightness " that we must face head-on. With global alcohol consumption seeing marginal declines, the growth vectors have shifted. It’ s no longer about moving the most boxes of legacy brands; it’ s about mastering the categories that are currently capturing the consumer’ s imagination— and their shifting wallets.

Based on the data, wholesalers should keep a close eye on certain product classes as we fully enter 2026. Whiskey continues to show significant variability across segments. Tequila Reposado, which has been a bright spot, could reaffirm its growth trajectory. Champagne also bears close monitoring, due to the celebration of the holidays; the open question is whether consumer takeaway will translate into sustained depletions.

No matter the outcome that this year delivers, the reality is that the beverage alcohol industry isn’ t going anywhere anytime soon. The ability for brands to continue to adapt as consumer preferences change has allowed the industry to sustain its vital role throughout the years.

And resilience through agility should continue to be the theme for companies as they navigate whatever 2026 throws at them. While the macro-environment remains cautious, the " pockets of growth "— from RTD innovations to heritage European bitters— are deep for those willing to pivot.

At Beverage Wholesaler, our mission remains clear: to provide you with the insights needed to navigate these structural shifts and turn 2026 into a year of stabilized, high-value success.

In this issue, you’ ll find strategies for success from accomplished beverage importer US Beverage. We spoke with a variety of executives at the company to find out what’ s working for them, what’ s not working and what they’ re preparing for in the future.

You’ ll also find insights on the challenges that the cannabis industry is currently facing and how they may impact the sale of infused beverages as well as inventory management tips to help you prepare for busy seasons.

Cheers to the road ahead!

Trade Managing Editor Krystina Skibo Tel: 763-383-4419 email: kskibo @ epgacceleration. com

Editor, Off-Premise Kyle Swartz Tel: 763-383-4447 email: kswartz @ epgacceleration. com

Contributing Editors Melissa Dowling, Marnie Old, Tom Shay

National Account Director Debbie Rittenberg Tel: 763-383-4455 email: drittenberg @ epgacceleration. com

Sales Associate Sherai Falcon sfalcon @ epgacceleration. com( 763) 383-4423

Associate Managing Art Director Nicole Siewert

Senior Product Manager, Data & Insights Marina Velez Tel: 763-383-4453 email: mvelez @ epgacceleration. com

List Rental Kris Grauer email: kgrauer @ npsmediagroup. com Tel: 203-822-7933

Reprints For more information on e-prints or reprints from Bevearge Wholesaler magazine, visit https:// https:// epgacceleration. com / engagement / and contact us today or email us at info @ epgacceleration.

Beverage Group Vice President Jeremy Nedelka Sr VP / Audience Development Joanne Juda-Prainito Corporate Operations Director Bernadette Wohlman CEO Marion Minor

BRAND ACCELERATION

Beverage Wholesaler is published by EPG Brand Acceleration Editorial and executive offices at 7760 France Ave S Suite 810 Bloomington, MN 55435 Telephone: 763-383-4400

Krystina Skibo Trade Managing Editor

4 Beverage Wholesaler • Spring 2026 www. beveragewholesaler. com