The Wine & Spirits Wholesalers of America (WSWA) incorporated a newly expanded educational track to its upcoming 68th Annual Convention & Exposition, which will be held April 10 to13 in Orlando, Fla.

The U.S. Drinks Conference (USDC), established in 2007 by Brand Action Team, MHW Ltd. and Next Level Marketing, will coordinate business-related programs at this year’s convention. The four programs that USDC will host are slated to feature industry experts and veteran influencers offering key takeaways that attending wholesalers and wine and spirit suppliers can put to work right away.

“Aligning our convention with WSWA allows us to reach a much broader audience,” said Steve Raye, managing partner of Avon, Conn.-based Brand Action Team, in a statement. “WSWA attracts 2,000 attendees — people who most benefit from the type of information that we provide at the USDC, along with those people implementing practical information on the front lines.”

Sessions will be offered on Tuesday, April 12, from 12:30 p.m. to 4:30 p.m. in a multi-track format and will include the following:

Social Media as a Marketing Tool
Attendees will hear a panel discuss on how suppliers and on- and off-premise wholesalers are leveraging social media to make sales happen.

How Brand Ambassadors Can Add Value
Suppliers might be paying for them, however, distributors also can benefit from the power of this dynamic resource to engage consumers at the point of purchase.

Brand Builders: Case Histories of Successful Brand Launches, Expansions and Initiatives
Tune in for a summary “distillation” of the latest industry trends, from the retail, on and off premise and consumer perspective.

Navigating Brand Entry: Understanding the Three-tier System
For attendees who are new to market, this seminar will cover the basics of control versus open states and how to navigate the complexities of the unique three-tier system.

WSWA also established a special one-day fee of $325 for individuals who want to attend the sessions, but are not able to attend the entire convention. Visit for registration information.