PROGRAMMING AND SIGNALS GROWING MOMENTUM ON THE EAST COAST
Washington, D.C. | San Diego, CA (April 28, 2026) – SommCon DC signaled a shift in the beverage industry, as business performance, data-driven insight, and peer-to-peer exchange take on a larger role in how beverage programs are built and run. Held in Washington, D.C., the conference brought together beverage buyers, operators, educators, and industry leaders for three days of programming shaped as much by conversation as by curriculum.
Across the program, conversations centered on the realities professionals are navigating today – from margin pressure and evolving consumer behavior to the need for more strategic, business-minded decision-making – while still making space for discovery and tasting.
With approximately 250 attendees, 25+ exhibiting brands, 29 speakers, and 20 sessions and seminars, the event delivered a highly engaged, collaborative environment where discussions extended beyond individual sessions and into the broader community.
Programming That Reflects the Industry’s Current Priorities
The debut of the Profitability Bootcamp, sponsored by Coravin, marked a notable evolution in SommCon’s programming. Designed for buyers and operators navigating increased responsibility for pricing, margins, and overall program performance, the Bootcamp focused on practical frameworks and real-world application.
Attendee feedback reinforced the need for this kind of programming, with many noting its direct relevance to their day-to-day roles and in some cases, its value in securing approval to attend.
Data and market research also played a central role. A keynote presentation from Datassential featuring Colleen McClellan anchored the program, offering attendees a clearer understanding of current consumer behavior and market dynamics. The session sparked ongoing discussion throughout the event, reinforcing the importance of data-driven decision-making across the industry.
SommCon’s core tasting and regional exploration sessions remained central to the experience. Sessions led by partners including Wines of Virginia, New York Wines, Cab Franc Forward, The SOMM Journal, and Kysela Pere Et Fils drew full rooms of engaged attendees, reinforcing the continued importance of hands-on, sensory-driven learning alongside strategic insight.
Innovation, Alignment, and Real-World Application
A session led by Greg Lambrecht, Founder and Inventor of Coravin, combined technical insight with a live blind tasting that challenged assumptions about wines preserved with Coravin – sparking conversation, comparison, and a noticeable sense of curiosity throughout the room.
The debut of the Supplier/Distributor Alignment Lab, alongside dedicated roundtable discussions, created space for more candid, peer-to-peer dialogue around the realities of today’s beverage landscape.
Discovery, Tasting, and Community
The SommCon Beverage Expo was a hub for discovery, where attendees connected directly with producers, innovators, and brands, exploring new wines, new products, and engaging in conversations that extended beyond the glass.
For exhibiting brands, the format created a high-value opportunity to connect with buyers and decision-makers in a setting designed for meaningful interaction.
Attendees represented teams from leading restaurants, distributors, importers, hotels, retailers and beverage brands, including Starr Restaurants, José Andrés Group, St. Anselm, Maxwell Park, Treasury Wine Estates, Ridge Vineyards, The Wine Group, Kessler Hospitality, JW Marriott, Chain Bridge Cellars, Kysela Pere et Fils, Benchmark Wine & Spirits, The Veraison Project, Datassential, The SOMM Journal reinforcing the depth and caliber of professionals in the room.
That sense of connection carried throughout the event, from The Bubble Bar Welcome at District Champagne to SommChill at Maxwell Park, hosted by James Beard Award finalist Brent Kroll, where conversations continued and relationships deepened across the industry.
Scholars and first-time attendees were especially active throughout the conference, contributing to the collaborative energy that defined the event.
Extending the Conversation Beyond the Conference
In collaboration with the U.S. Wine Trade Alliance (USWTA), a group of industry representatives – including Michelle Metter of SommCon, Colleen McClellan of Datassential, Erik Segelbaum of United Sommeliers Foundation, and Katie Blakely of Ridge Vineyards – traveled to Capitol Hill to meet with policymakers and share perspectives on the current state of the wine industry and the ongoing impact of tariffs.
The conversations reflected a broader theme of the conference, what Michelle Metter described in her opening remarks as a form of advocacy, using the collective voice of the industry to help move it forward.
A Growing Community, Continuing in San Diego
“What we felt in D.C. was the beginning of something,” said Michelle Metter, Founder & Director of SommCon. “There’s a real sense of connection and shared purpose like the early embers of a new region of our community starting to take shape.”
That momentum now carries forward to SommCon San Diego, returning November 3–5, 2026 and bringing together a broader cross-section of the industry for expanded programming, deeper exploration, and continued connection.
ABOUT SOMMCON:
SommCon® is a leading conference and beverage expo for professionals across the wine, beer, and spirits industry, bringing together beverage buyers, operators, educators, and brand leaders for education designed to translate into real-world application. Through a combination of advanced seminars, tasting-driven learning, and a focused trade tasting environment, SommCon serves as a platform for the conversations, insights, and relationships that shape how beverage programs are built, run, and experienced today.
Beyond the conference, SommCon extends its impact through scholarships and ongoing educational opportunities that increase access and support the development of the next generation of beverage professionals. SommCon also produces Concours d’Spirits and Concours d’Vin – impartial competitions for domestic and international wines and spirits – in partnership with The SOMM Journal. SommCon is produced by Fast Forward, an event management and media company specializing in consumer and business events across wine, beer, spirits, culinary, and hospitality.
