Long recognized as a hub for beverage education, career advancement, and meaningful industry connection, SommCon has opened attendee registration for its 2026 Conference & Beverage Expo season.
The upcoming year marks the full return of SommCon’s Mid-Atlantic conference alongside its flagship San Diego gathering, while also introducing a new, buyer-focused Profitability Bootcamp, co-sponsored by Coravin. Designed to support smarter performance and stronger beverage programs, the 2026 season reflects SommCon’s continued focus on education that delivers real-world value.
SommCon Conference & Beverage Expo 2026 Dates
SommCon DC: April 12–14, 2026 | The Westin Georgetown
SommCon San Diego: November 3–5, 2026 | Rancho Bernardo Inn
Across both markets, SommCon delivers three days of immersive education, tastings, and high-impact networking designed to support real-world decision-making, stronger beverage programs, and long-term career development.
“Gathering still matters—but gathering with intention is what truly moves our industry forward,” said Michelle Metter, Founder & Director of SommCon. “Our goal has always been to create a space where people walk away better equipped than when they arrived—with a clearer strategy, deeper confidence, and a stronger sense of community. In 2026, we’re continuing to build SommCon around what professionals actually need to succeed right now.”
New in 2026: Profitability Bootcamp & the Return of High-Impact Programming
SommCon’s 2026 program reflects the evolving priorities of beverage professionals navigating increasingly complex business environments. New this year, the Profitability Bootcamp offers a dedicated education track for buyers focused on protecting margins and driving smarter performance through practical frameworks, peer insights, and real-world case studies—tools designed for immediate application across beverage programs.
In addition, SommCon continues its most impactful programming formats, including roundtable discussions built for candid peer-to-peer exchange and Bottle Blitz, the conference’s fast-paced 1:1 matchmaking and tasting experience connecting buyers and suppliers. The SOMM Journal also returns as a media sponsor, presenting a dedicated track of curated educational sessions.
2026 Educational Tracks Include
New! Profitability Bootcamp Co-Sponsored by Coravin
Buyer-focused education on margin protection, smarter performance, and practical tools for improving profitability across on- and off-premise beverage programs.
Sales, Distribution & Market Access
In-depth exploration of placement strategy, three-tier dynamics, evolving buyer behavior, and pathways to growth across on- and off-premise channels.
Leadership, Culture & Career Growth
Sessions focused on leadership development, team building, mentorship, entrepreneurship, and modern career pathways in beverage.
Sensory & Advanced Tasting Mastery
Skill-building sessions designed to strengthen tasting precision and confidence through calibration, blind tasting, structure, and sensory analysis across wine and spirits.
Spirits, Cocktails & Beverage Trends
A practical look at what’s shaping modern bars and beverage programs—from spirits and cocktails to RTDs and evolving menu strategy.
Regional Deep Dives & Terroir
Focused tastings examining classic and emerging regions, highlighting terroir, varietal evolution, and regional identity in beverage programs.
Marketing, Community & Reaching Next-Generation Audiences
Insights into connecting with modern drinkers through generational marketing, community-building, experiential activation, and authentic engagement.
Sustainability, Climate & the Future of Beverage
An operator-driven examination of sustainability, addressing climate impact, regenerative practices, packaging, water use, and ethical sourcing through a practical lens.
Registration Now Open
Attendee registration is now open for both SommCon DC and SommCon San Diego. Beverage professionals across all tiers of the industry are invited to take part in a community built on education that matters, conversations that go deeper, and connections that extend well beyond the conference.