For the second consecutive year, Wine & Spirits Wholesalers of America‘s annual convention has been cancelled, a victim of Covid-19.
However, WSWA CEO/President Michelle Korsmo said the trade group will produce a virtual, expanded version of its WSWA Brand Battle Tournament.
Typically held during the WSWA Convention, the annual stand out Shark Tank-style event showcases rising brands with unique stories, packaging and flavor profiles. The event usually features 5-7 brands that compete in front of a panel of wholesaler and industry professional judges that provide valuable feedback and unrivaled opportunities for development and distribution.
This year’s expanded, “bracketology -type” event will feature 40-50 brands that will battle in eight specific competition categories – each with a chosen Best in Category winner that will continue onto the final round of competition to determine the overall 2021 Brand Battle Champion. This year’s announced brand categories are:
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- Vodka/Gin
- Tequila/Mezcal/
Cachaça - Whiskey/Whisky/
Bourbon/Scotch - Ready-to-Drink/Hard
Seltzer - Rum
- Cordial/Liqueur/
After Dinner Drink - Low-Alcohol/No-
Alcohol/Mixer - Wine
This year’s competition will take place virtually every Tuesday, taking on the moniker Tournament Tuesdays from June through mid-August, culminating in the final Brand Battle Championship this September. This year’s judges will feature WSWA Access Wholesaler Advisors, WSWA Board Members, as well as other titans from the wine and spirits industry. A full list of judges, by category will be announced and posted to the WSWA Brand Battle page.
Interested brands should apply online and must complete their application by May 1, 2021.