The Wine and Spirits Wholesalers of America (WSWA) welcomed M.S. Walker President Doug Shaw as its new Chairman on September 20. With over 46 years of experience under his belt, Shaw plans to keep WSWA a vibrant and diverse organization during his time on board. We recently interviewed Shaw about his experience and goals for WSWA, and what the future holds for the broader industry.
Beverage Wholesaler: What are your goals heading into the chairmanship?
Doug Shaw: I am very excited to serve the almost 400 companies – large and small, in all 50 states and the District of Columbia – that make up the wholesale tier of the wine and spirits industry. During my time as chairman, I will always advocate for wine and spirits wholesalers operating in the U.S. today by tirelessly championing the three-tier system.
With our supplier and retailer partners, our continued collaboration will be the significant driver behind the dynamism seen in the U.S. beverage alcohol marketplace – the most vibrant and diverse system of its kind in the world. From fair competition and product innovation to consumer selection, convenience, and responsibility, no one does it better. And of course, I am very excited to join the industry in Las Vegas for Access LIVE January 29 through February 1, 2024.
BW: How are you planning to accomplish those goals?
DS: WSWA has a very talented and dedicated team in Washington, D.C., that has proven capabilities and trusted relationships to accomplish great things in our nation’s capital and in all 50 states. Along with WSWA members nationwide, promoting a system of robust regulation continues to provide important benefits to producers, importers, wholesalers, retailers and ultimately, consumers. When you have a system that is fundamentally sound and championed by professionals who are working side by side with its members, I am confident we will accomplish great things.
BW: What are some lessons you learned at M.S. Walker that you plan on bringing to WSWA?
DS: First and foremost, I want to bring the same energy and engagement with the WSWA team and membership that I try to bring every day to our team members at MSW. Over my 46 active years at MSW, we have been able to attract and retain top talent by providing opportunities for growth and development in a safe and stimulating environment. I have learned that everyone has an important voice and being a good listener and validating new ideas and strategies is of the utmost importance.
Sticking to core principles, yet being open to change is another hallmark at MSW. We are experiencing seismic shifts to how we work, how we face new challenges and how we create the most dynamic go-to-market strategies in an ever-changing environment. We have learned how to be resilient, how to make quicker decisions and how to open our minds to possibilities that were unimaginable a few years ago. This strategic and responsive approach will be at the forefront of WSWA’s decision making.
My roadmap to success has always been tied to hard work, passion for what I believe in and doing it with the utmost trust and respect for our employees, customers, suppliers and the community at large. Our WSWA team and the greater membership also deserve similar support on all levels, with the tenacity and integrity that provide measurable results.
Lastly, MSW has always operated with an open-door policy to assure everyone feels comfortable expressing their views and opinions. WSWA’s membership and the entire wine and spirits community should feel comfortable connecting and communicating with the WSWA team. This openness will ensure that we identify and work collaboratively on the initiatives that ensure the long-term health and well-being of this great industry.
BW: What are some of the biggest struggles the beverage industry is currently facing?
DS: One of the major issues is the evolution of trade practices. Trade practice regulations have been the cornerstone on which the success of the U.S. alcohol model has been built and we fully support efforts to make these regulations fit the marketplace realities of today.
However, in doing so, we have to be mindful not to weaken the protections they have afforded for nearly 90 years. One specific area we are focused on is maintaining the level playing field bolstered by trade practice regulations – whether the marketplace be physical or digital. Specific to digital considerations, we believe trade practice regulations must clearly address the rapidly changing technology landscape that includes the digital consumer marketplace and unlicensed third parties. The increased prevalence of unlicensed, third-party business-to-consumer platforms and digital marketing techniques have introduced new opportunities for industry innovation. At the same time, these developments have created environments that traditional trade practice regulations never contemplated.
We believe regulations are needed to bring these innovations under the scope of trade practice. As we close out 2023 and take on the new year, we will continue to oppose any threats to free trade and legislation that erodes the three-tier system.
BW: What do you think the future holds for WSWA and the broader industry?
DS: The next decade for this industry will be what we make of it, and as long as we never doubt that the future marketplace is fueled by the consumer, the outlook will be bright. All three tiers must work together to meet their preferences, provide value and choice and drive the market to meet all tastes and budgets.
As Chairman, I will work with the WSWA team to ensure our policy positions and advocacy strike a balance between smart innovation to respond to consumer demand and a regulatory process that ensures safety and competition in the marketplace. When we succeed at this, wholesalers nationwide will be even more competitive, and the value proposition as solution providers is a multiplier for the entire industry. We will continue to endorse data and technology, enhance supply chain expertise and lead by example for the future generations who will lead and work for our companies.
