Exploring Growth and Collaboration: TOP 5 Key Insights for Hemp Brands (from the Wine & Spirits Wholesalers of America Conference)

Welcome to the latest edition of The New Happy Hour, where we dive into the trends, insights, and innovations redefining the THC beverage industry.

Last week, our Green Monké team was in Denver, bringing an exclusive first look at our 2025 lineup of THC-infused beverages.

So today we’re diving into 5 Key Take Aways for Hemp Brands from the Wine & Spirits Wholesalers of America Access Live conference.

1) The State of Wine & Spirits: A Declining Trend

The overarching theme of the WSWA conference was clear—wine and spirits sales are declining.

In fact, SipSource analysts and industry veterans Danny Brager and Dale Stratton presented new, year-ending data at WSWA’s Access LIVE 2025 in Denver.

Consumer behavior in the alcoholic beverages industry is undergoing a significant shift, with total wine & spirits volume declining by 5.5% and wine experiencing an even steeper drop of 7.2%. These figures highlight a challenging landscape for producers, distributors, and retailers alike, as consumers increasingly seek fresh, innovative alternatives beyond traditional wine, spirits, and ready-to-drink cocktails.

This reality took center stage during one of the most anticipated discussions of the week: “Wholesaler Power Hour — Market Drivers: Wholesale Leaders Blazing a Path to Success.” Featuring three of the most influential CEOs in beverage alcohol distribution, the session provided deep insights into the current market landscape.

Wayne Chaplin, CEO of Southern Glazer's Wine & Spirits , emphasized the importance of adapting to evolving consumer preferences, stating,?

“You don’t want to drive your father’s Buick, and you don’t want to drink your father’s cocktail. Consumer preferences change, and we need to be flexible enough to change with them.”

With shifting drinking habits and an increasing interest in alternatives, the industry is facing a downward trend that demands fresh strategies for growth and engagement.?

It’s no longer enough to just get products on shelves, retailers need the products that will resonate with consumers.?

And while traditional alcohol brands grapple with these challenges, the conversation at WSWA centered on a key solution: collaboration.

2) Collaboration as the Key to Growth

A central theme at WSWA was the need for suppliers, distributors, and retailers to forge stronger partnerships.

The last decade has been marked by intense competition, yet industry leaders now recognize that strategic collaboration is essential for revitalizing growth.

3) Leadership Needed to Unify the Industry

During the conference, industry leaders emphasized the need for collective action to navigate shifting market dynamics. One of the most notable voices was Dina Opoci, who delivered a compelling State of the Industry Address at Access LIVE 2025.

?? “It Takes Everybody” – Dina Opici’s message resonated throughout the event, reinforcing the need for cooperation across all tiers of the industry.

Dina Opici’s address laid out both current and future challenges confronting wholesalers, suppliers, and retailers. While acknowledging headwinds, she emphasized WSWA’s role in fostering a unified industry approach.

“Throughout our industry’s history, we’ve been defined by resilience, adaptability, and an unwavering commitment to responsibility,” Opici stated. “Now, more than ever, we must come together—not just within our ranks but across the entire three-tier system.”

This spirit of collaboration is something that Delta-9 (D9) beverage suppliers have already embraced. The D9 beverage industry thrives on co-branding, shared distribution networks, and cooperative marketing strategies. As more D9 beverage suppliers enter the alcohol space, they are bringing this collaborative mindset with them—offering a fresh perspective on how brands can succeed together rather than compete in silos.

4) A Milestone for D9 Beverages at WSWA

Another significant highlight from the conference was the growing presence and inclusion of D9 beverages within the WSWA programs. What was once considered a niche category was embraced at an unprecedented level.

• Hemp Beverage "Village": A dedicated space on the convention floor for cannabis-infused beverage brands, highlighting the industry’s growing recognition of this segment. Including the Hemp Beverage Alliance , making its debut at the WSWA Expo.
• Battle of the Brands: For the first time, a D9 beverage was included in WSWA’s Shark Tank-style contest, competing alongside traditional alcoholic products.
• WSWA D9 Community Lunch: A dedicated luncheon for the D9 beverage community, hosted by WSWA, underscored the industry’s appreciation for this emerging category and its potential impact on the future of beverage alcohol.

Culminating with, Francis Creighton, President and CEO of WSWA, who spoke with enthusiasm about the vital connection between alcohol and cannabis—both now and in the future.

“We believe that this community and our community are going to be one community in the future,” Francis Creighton, president and CEO of WSWA, told the crowd during a hemp beverage meet-and-greet. “We can see how fast things are moving. We believe fundamentally these are products that fit in this world and can really be the future of an industry.”

5) THC Drinks Must Elevate Their Game

While the D9 THC adult beverage category is making impressive strides, true collaboration requires effort on both sides. If THC beverages are to seamlessly integrate into the traditional alcohol ecosystem, THC drink companies must elevate their game. Two critical areas of improvement emerged from the discussions:

1. Bigger Marketing Budgets – Brand-building and sell-through support are essential to gaining real traction in liquor retail and distribution. Traditional alcohol brands invest heavily in consumer education, activations, and in-store marketing—D9 brands need to match this commitment.
2. Leveraging Alcohol Industry Expertise – Very few D9 brands have actively hired alcohol industry professionals to guide their strategy or even lead their distribution sales efforts. The unique regulatory, distribution, and retail landscape of alcohol requires specialized knowledge that many THC drink companies lack. Bringing in experienced industry leaders can be a game-changer.

The WSWA conference made one thing clear—the future of social drinking is changing. Whether it’s through collaboration between traditional wine & spirits players and D9 beverage brands, or a shift in consumer behavior towards new, functional alternatives, the industry is evolving.?

Green Monké is ready to be part of this transformation, and we’re excited to continue pioneering the future of happy hour!

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