04/08/2026

The International Bulk Wine & Spirits Show (IBWSS) 2026 concluded after two days of insightful discussions, business networking and international trade, bringing together wineries, distilleries, importers, distributors, retailers, hospitality buyers and industry suppliers from across the global beverage sector.

Hosted by Beverage Trade Network, this year’s conference centred around a powerful message that resonated throughout every session: the industry is operating in a new world, serving a new consumer and adapting to new economics. As buying behaviour evolves and commercial pressures increase, success is no longer determined by product quality alone. Suppliers must understand their customers’ businesses, anticipate their needs and build relationships based on long-term value.

Buyers Are Buying Differently Because Consumers Are Drinking Differently

The conference opened with an industry outlook on the changing bulk wine market before exploring one of the fastest-growing opportunities in the beverage industry: private label.

During the session on retailer-exclusive wines, Emily Haines (Trinchero Family Estates), Deb Juergenson (Bronco Wine Company), Manveer Sandhu (Rack & Riddle Custom Wine Services) and Hady Kahale (Naked Wines) discussed how successful private label programs are developed through close collaboration between commercial teams, winemakers and retailers. Their discussion highlighted how today’s retailers are looking for suppliers that can deliver consistency, flexibility and innovation over the long term.

Artificial intelligence also featured prominently, with Sam Wong (Mark Anthony Group), Taran Jeet Bedi (Spiritz.AI) and Alicia Kidd (CoCo Noir Labs) demonstrating how AI is already helping beverage businesses improve sales, strengthen customer engagement, optimise operations and make better commercial decisions.

The buyer’s perspective continued through a series of panel discussions featuring representatives from some of the largest retail organisations in the United States. Ryan Pandl (BJ’s Wholesale Club), Rachelle Carandang (Walmart), Bert Svensson (Pavilions | Albertsons Companies) and Steve Beckner (Grocery Outlet) explained how they evaluate suppliers, build private label programs and identify long-term partners. Their message was clear: suppliers who understand a retailer’s commercial objectives and category strategy stand a far better chance of securing lasting business than those focused solely on selling products.

That same message carried into discussions with hospitality buyers. Charles Steadman (Virgin Voyages) and Chris Arora (Celebrity Cruises) shared how cruise operators evaluate supplier partnerships beyond product quality, while Jen Jackson (Thompson Restaurants) and H. Christian Gianaris (PPX Hospitality Brands) discussed what restaurant and hotel groups expect from beverage partners serving multiple locations.

Building Partnerships That Last

Another recurring theme throughout the conference was that earning a listing is only the beginning of a successful supplier relationship.

During sessions on bulk spirits sourcing, Pete Barger (Southern Distilling Company), Patrick MacKenzie (Tennessee Distilling Group) and Will Whalen (Ultra Pure LLC) explored how the bulk spirits market continues to evolve, while buyer-focused discussions featuring Adam Spiegel (Freebrook Imports) and Bill Auxier (Sunset Spirits) examined how procurement decisions are made and what distinguishes preferred suppliers in today’s market.

The conversation continued with distributor leaders Joshua Blissett (Curated Wine Group), Santiago Cilley (Wine & Spirits Purveyors), Darryl Brooker (Latitude Wines) and Enrico Guglielmi (Vinum Italia California), who explained how distributors evaluate new suppliers, build balanced portfolios and decide where to invest their sales resources. Across these discussions, one message was repeated consistently: suppliers who communicate openly, understand their customers’ businesses and consistently deliver on commitments are the ones who earn long-term partnerships.

The conference concluded with discussions on the evolving on-premise market, where Mark Bright (Saison Hospitality) and Lyndsi Hastings-Mundy (Riot Hospitality Group) shared how leading restaurant and bar groups are adapting beverage programs to changing consumer preferences and operating conditions.

A session featuring Patrick Spencer (Natural Cork Council) and Peter Hladun (North America Cork Supply & Tonnellerie) explored how sustainability, packaging performance and consumer perception continue to influence purchasing decisions across the wine industry. The final presentation by Sid Patel, CEO of Beverage Trade Network, demonstrated how artificial intelligence can help beverage businesses identify buyers, improve prospecting and accelerate distribution growth.

Perhaps the strongest takeaway from the conference came not from any single panel, but from the consistency of the message delivered by buyers across every sector. Whether representing retailers, distributors, cruise lines, restaurants or import businesses, speakers repeatedly emphasised that suppliers must take the time to understand a customer’s business before making a pitch.

Equally important, once a supplier has secured a listing, maintaining trust through proactive communication is essential. Buyers stressed that supply disruptions, inventory challenges or pricing changes should never come as a surprise. Suppliers who communicate early, solve problems collaboratively and behave as long-term partners are the ones most likely to retain and grow their business.

International Exhibition Reflects the Global Beverage Supply Chain

Alongside the conference, the exhibition showcased companies representing every stage of the global beverage supply chain, bringing together producers, contract manufacturers, importers, logistics providers, packaging specialists, technology companies and trade organisations from around the world.

The wine sector featured some of the industry’s leading producers and custom production partners, including Fior di Sole (USA), Rack & Riddle Custom Wine Services (USA), Bear Creek Winery (USA), Endless West (USA), Via Pacifica (USA), Seifried Family Winegrowers (New Zealand), Matahiwi Estate (New Zealand), Cantina Danese (Italy), Anecoop Bodegas (Spain) and CWC Winery (Chile).

Together, they showcased capabilities spanning bulk wine, custom production, contract bottling, Pacific Rim sourcing and innovative winemaking solutions, highlighting the increasing demand for flexible supply and retailer-driven programmes.

The spirits pavilion reflected the continued growth of bulk spirits, contract distilling and private label production. Exhibitors including Pernod Ricard (USA), Southern Distilling Company (USA), Tennessee Distilling Group (USA), Jackson Purchase Distillery (USA), Halewood Artisanal Spirits (United Kingdom), Casa Maestri (Mexico), Middle West Spirits (USA), National Rums of Jamaica (Jamaica), Worthy Park Estate (Jamaica) and J. Armando Bermúdez & Cia (Dominican Republic) demonstrated the breadth of opportunities available across premium spirits production, bulk supply and international sourcing.

One of the most notable international showcases came from China, with a group of baijiu producers exhibiting at the show. Their collective presence underscored the category’s growing ambitions in export markets and gave buyers a rare opportunity to engage directly with producers representing one of the world’s largest spirits categories. The Hong Kong Trade Development Council further strengthened the event’s international focus by promoting trade and commercial partnerships between Asian producers and global buyers.

The exhibition also highlighted the services that enable beverage brands to grow internationally. MHW Ltd showcased the importing, regulatory compliance and market access expertise that has made it one of the beverage industry’s leading partners for brands entering and expanding within the U.S. market.

Supporting the industry were many of the companies that keep the global beverage business moving. Hillebrand Gori, Albatrans, WSSA, Stolt Tank Containers and VinLog USA highlighted global logistics, freight forwarding and bulk transportation solutions.

Petainer, Blue Label Packaging, Natural Cork Council and ABE Equipment showcased innovations in packaging, closures and production technology, while Solos Technology demonstrated advanced de-alcoholisation technology, reflecting the industry’s continued investment in the rapidly growing no- and low-alcohol category.

As the 2026 edition came to a close, IBWSS once again demonstrated its value as a platform where producers, buyers and service providers come together to exchange ideas, build relationships and identify new business opportunities.

In an industry shaped by changing consumers, evolving buying behaviour and new economic realities, one message stood above all others: suppliers who invest in understanding their customers and building genuine business partnerships will be the ones best positioned for long-term success.

What the Industry Said About IBWSS 2026

“Thank you to everyone who joined us and contributed to such an engaging discussion. Opportunities like these reinforce the value of bringing together buyers, suppliers, and industry leaders to share ideas that strengthen our hospitality industry.

I appreciate the IBWSS team for hosting another outstanding event and look forward to continuing these conversations throughout the year.”

— Evan Traub, Director of Accounts, IMI Agency

“One thing that stood out was the mood. After a challenging couple of years for many wine businesses, there was a genuine sense that the market is beginning to shift. Conversations were less about surviving and more about where the opportunities are.

It was great catching up with producers, importers and buyers, sharing ideas and presenting our latest Wairarapa releases. The 2026 Sauvignon Blanc was a hit, of course!

Thank you to everyone who took the time to connect. We look forward to continuing the conversations.”

— Matahiwi Estate, New Zealand

“International trade shows are not only about showcasing products. They are about building relationships, understanding markets and creating opportunities that extend far beyond the event itself.

At the International Bulk Wine & Spirits Show, we continued conversations with beverage professionals interested in private label development, bulk tequila, export solutions and brand building.”

— Casa Esparza Tequila, Mexico

“Another great event! It was great catching up with so many of our trusted partners while also meeting new visionaries who are helping shape the future of the wine, spirits, logistics and warehousing industries.

One thing I always appreciate about IBWSS is the opportunity to learn from both the seasoned veterans who have built this industry and the innovators bringing fresh ideas and new perspectives. Those conversations are what continue to move the industry forward.”

— Brian Vitek, Consulting Winemaker and Chief Commercial Officer, Yandell Companies

“This week, Brian Vitek and Scott Evans had the opportunity to attend IBWSS in San Francisco, connecting with valued customers, meeting new industry partners and exchanging ideas with some of the brightest minds in the wine, spirits, logistics and warehousing industries.

One of the best parts of events like IBWSS is bringing together the industry’s seasoned veterans alongside the next generation of innovators. The conversations around supply-chain efficiency, bulk wine logistics, sustainability, warehousing solutions and emerging market trends reinforced just how much opportunity lies ahead.”

— Yandell Companies

“IBWSS USA brings together producers, importers, distributors and industry professionals from around the world to explore new business opportunities and build valuable partnerships.”

— MHW Ltd.

“Really happy to participate and meet so many passionate industry colleagues!”

— Joshua Blissett, Portfolio Manager, Curated Wine Group

“A great day at the International Bulk Wine & Spirits Show in South San Francisco. I was honoured to be part of insightful conversations with industry professionals, sharing ideas, trends and perspectives shaping the future of the wine and spirits world.

Thank you to everyone who attended and contributed to such an engaging session!”

— Enrico Guglielmi, Founder and Owner, Vinum Italia LLC

“Two days, hundreds of conversations, and one thing kept coming through loud and clear: brands don’t know their consumer the moment the bottle leaves the shelf—and everyone in the room was ready to fix that.

Every conversation at IBWSS reminded us why we started Spiritz.AI. Every bottle has two sides, and we’re building AI for both.

Thank you to the organisers, fellow exhibitors, and everyone who made the trip. See you at the next one.”

— Taran Jeet Bedi, Founder, Spiritz.AI

“The best opportunities arise where great brands come together. That is why Mega Drinks was present at IBWSS 2026, showcasing a portfolio of authentic Mexican agave spirits and building strategic connections with businesses seeking products ready to succeed in the United States market.”

— Mega Drinks

Join IBWSS San Francisco in 2027

The International Bulk Wine & Spirits Show will return to San Francisco on July 27–28, 2027, bringing together bulk wine and spirits producers, private label and contract production partners, importers, distributors, retailers, hospitality buyers and industry service providers from around the world.

Exclusive 2027 IBWSS San Francisco Exhibitor Launch Offer

Reserve your IBWSS San Francisco 2027 exhibitor space by August 30, 2026, to secure our lowest available exhibitor pricing and receive a one-time business development benefit: 50 tailored buyer contacts selected for your company, products and target market.

Your buyer list can be customised to include importers, distributors, retailers, private label buyers, brand owners, wineries, distilleries, contract producers and hospitality buyers—helping your team begin outreach and start building its sales pipeline well before the event.

Click here to register your exhibitor interest and access the launch offer

IBWSS San Francisco 2027
Dates: July 27–28, 2027
Venue: South San Francisco Conference Center
Location: San Francisco, California, USA

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