WSWA’s 2027 Hot! New! Now! Award will be awarded to an up-and-coming craft wine, spirits or non-alc brand that is in attendance at WSWA's Access LIVE. At the show, an anonymous selection committee of WSWA members and media will walk the exhibit floor, Main Street Suites and the TASTE event, to discover new, eligible brands. Based upon presentation, engagement, tasting and other considerations, the panel of judges will deliberate and pick the winner no later than the second day of Access LIVE. The winner will be announced at during the morning session on the Main Stage on Wednesday, February 3, 2027. Brands eligible for the award must not have launched or entered the marketplace before January 1, 2024.

Past winners include Lemsecco (2026), Ette Spirits (2025), NightOwl Martini (2024), Cantadrink (2023), Skrewball Whiskey (2019), Gray Whale Gin (2018), and Bedlam Vodka (2017). Award recipients receive:

• One-year complementary SILVER-Level WSWA Associate Membership
• Award presentation in front of the industry on the Main Stage
• Recognition in WSWA's Access LIVE press release