New Profitability Bootcamp addresses margin management and performance for buyers.
January 22, 2026 (Washington, D.C. | San Diego, CA) — Long recognized as a hub for beverage education, career advancement, and meaningful industry connection, SommCon opens attendee registration for its 2026 Conference & Beverage Expo season—marking the full return of its Mid-Atlantic conference alongside its flagship San Diego gathering and introducing a new, buyer-focused Profitability Bootcamp, co-sponsored by Coravin, designed to support smarter performance and stronger beverage programs.
SommCon Conference & Beverage Expo 2026 Dates:
SommCon DC, April 12–14, 2026 at The Westin Georgetown
SommCon San Diego, November 3–5, 2026 at Rancho Bernardo Inn
Across both markets, SommCon delivers three days of immersive education, tastings, and high-impact networking designed to support real-world decision-making, stronger beverage programs, and long-term career development.
“Gathering still matters—but gathering with intention is what truly moves our industry forward,” said Michelle Metter, Founder & Director of SommCon. “Our goal has always been to create a space where people walk away better equipped than when they arrived—with a clearer strategy, deeper confidence, and a stronger sense of community. In 2026, we’re continuing to build SommCon around what professionals actually need to succeed right now.”
New in 2026: Profitability Bootcamp & The Return of High-Impact Programming
SommCon’s 2026 program reflects the evolving priorities of beverage professionals navigating increasingly complex business environments. New this year, the Profitability Bootcamp offers a dedicated track for buyers focused on protecting margins and driving smarter performance through practical frameworks, peer insights, and real-world case studies—tools that can be applied immediately across beverage programs.
In addition, SommCon continues its most impactful programming formats, including roundtable discussions designed for candid peer-to-peer exchange, and Bottle Blitz, the conference’s fast-paced 1:1 matchmaking and tasting experience connecting buyers and suppliers. Once again, The SOMM Journal joins SommCon as a media sponsor, presenting a dedicated track of curated educational sessions.
2026 Educational Tracks Include:
New! Profitability Bootcamp Co-Sponsored by Coravin
Education on margin protection, smarter performance, and practical tools for improving profitability across beverage programs, built exclusively for on- and off-premise buyers.
Sales, Distribution & Market Access
An in-depth look at today’s beverage marketplace, covering placement strategy, three-tier dynamics, evolving buyer behavior, and pathways to growth across on- and off-premise channels.
Leadership, Culture & Career Growth
Sessions focused on people management and professional advancement, spanning leadership development, team building, mentorship, entrepreneurship, and modern career pathways in beverage.
Sensory & Advanced Tasting Mastery
Skill-building sessions designed to strengthen tasting precision and confidence through calibration, blind tasting, structure, and sensory analysis across wine and spirits.
Spirits, Cocktails & Beverage Trends
A practical exploration of what’s shaping modern bars and beverage programs, from spirits and cocktails to RTDs, low/no, and evolving menu strategy.
Regional Deep Dives & Terroir
Focused tastings that examine classic and emerging regions, highlighting terroir, varietal evolution, and how regional identity translates into compelling beverage programs.
Marketing, Community & Reaching Next-Generation Audiences
Insights into how brands and operators connect with modern drinkers through generational marketing, community-building, experiential activation, and authentic engagement.
Sustainability, Climate & the Future of Beverage
An operator-driven examination of sustainability, addressing climate impact, regenerative practices, packaging, water use, and ethical sourcing through a practical, real-world lens.
Attendee registration is now open for both SommCon DC and SommCon San Diego. Beverage professionals across all tiers of the industry are invited to be part of a community built on education that matters, conversations that go deeper, and connections that last well beyond the conference.
SommCon DC Attendee Registration: https://sommconusa.com/conference-dc/
SommCon San Diego Attendee Registration: https://sommconusa.com/conference/
Brands who are interested in sponsorship opportunities should contact partner@sommconusa.com.
ABOUT SOMMCON
SommCon® is the premier gathering for professionals in the wine, beer, and spirits industry, offering unparalleled opportunities for education, networking, and career development. SommCon Conference & Beverage Expo offers a comprehensive program of wine and spirits education, professional development, mentorship and networking opportunities, and a vibrant marketplace showcasing domestic and international producers of wine, beer, spirits, and brands in the low and no alcohol category. SommCon produces Concours d’Spirits and Concours d’Vin, impartial competitions of domestic and international wines and spirits, in partnership with The SOMM Journal, and SommGo, an on-demand streaming service featuring educational content for the global wine, beer, and spirits industry. SommCon is produced by Fast Forward, an event management and media company that specializes in consumer and business events in wine, beer, spirits, culinary, and hospitality.
