Wine & Spirits Wholesalers of America (WSWA) said Charles “Charlie” Merinoff, Co-Chairman and principal founder of Breakthru Beverage Group, will receive the 2026 Lifetime Leadership Award at Access LIVE 2026 on Wednesday, Feb. 4.

He began his career in the family’s beverage distribution business in 1980 and later led Charmer Industries before guiding strategic growth through the acquisition of Sunbelt Beverage Corporation, ultimately forming Charmer Sunbelt Group. In 2016, the merger of Charmer Sunbelt Group and Wirtz Beverage Group created Breakthru Beverage Group, one of North America’s largest and most respected wine, spirits and beer wholesalers, where Merinoff continues to serve as Co-Chairman of the Board of Managers and Operating Committee.

Throughout his career, Merinoff has been deeply engaged in community and charitable work. He has served as Treasurer and longtime board member of the Federal Law Enforcement Foundation, sat on the Board of Trustees of the Culinary Institute of America, and currently serves on the Board of Directors of the Thurgood Marshall College Fund. He has also been active in health-care organizations, including the North Shore-Long Island Jewish Health System and Lenox Hill Hospital. Merinoff leads the annual Wine and Wishes tasting and auction, which has raised millions for the Make-A-Wish Foundation of Metro New York.