The World Spirits Alliance welcomed members and guests to Geneva for its 2026 Annual General Assembly and Annual Event, held under the theme “Raising the Bar Together: Celebrating Spirits, Championing Responsibility.”
Over three days, participants came together to discuss key developments affecting the global spirits sector, exchange perspectives on public policy and trade, and strengthen collaboration across the industry. The programme featured discussions on responsible consumption, advocacy, taxation, illicit trade and the future of global trade policy.
A highlight of this year’s event was the signing of a Memorandum of Understanding between WSA and the China Alcoholic Drinks Association (CADA), marking an important step in strengthening international cooperation and knowledge exchange across the global spirits community.
The General Assembly also welcomed the American Whiskey Association (AWA) as a new member of WSA. The addition of AWA further strengthens the Alliance’s global representation and reflects WSA’s continued commitment to bringing together leading spirits organizations to promote responsible consumption, support evidence-based policymaking, and advance fair and open trade.
The event included a series of sessions at the World Trade Organization (WTO), providing members with opportunities to engage directly with trade experts and policymakers on issues affecting international market access and rules-based trade. Including a discussion with the WTO Deputy Director General Jean-Marie Paugam.
The Annual General Assembly provided an opportunity for members to review the Alliance’s activities, discuss priorities for the year ahead, and reaffirm WSA’s commitment to promoting responsible consumption, evidence-based policymaking, and fair and open trade.
The WSA delegation also held productive bilateral meetings with representatives of the missions in Geneva, which members greatly valued as part of the Alliance’s ongoing dialogue and engagement with key stakeholders. WSA was also pleased to welcome members of the diplomatic corps to its annual cocktail reception, held on the WTO Lakeview Terrace.
WSA extends its sincere thanks to all speakers and members, partners and guests whose participation contributed to the success of this year’s event.
