Breakthru Beverage Group Launches in 19 Markets

(New York, NY) – Breakthru Beverage Group, the innovative beverage wholesaler formed by Charmer Sunbelt and Wirtz Beverage, was established on January 1 and launches today in markets across the country.  The operations of the company and its affiliates will span 19 markets, and the company will represent a portfolio of premier wine, spirits and beer brands totaling more than $6 billion in annual sales. 

“Breakthru Beverage is built upon the best of our legacy operations while setting a new path and approach forward,” explained Greg Baird, Breakthru Beverage President & CEO.  “Our vision for the future is focused on excellence and how we can be a stronger and more innovative partner for our suppliers and customers in all of our markets.”

W. Rockwell Wirtz and Charles Merinoff will lead Breakthru Beverage Group as Co-Chairmen of the Board.  Daniel Wirtz will serve as Vice-Chairman and on the Operating Committee with Charlie Merinoff. Together, they will oversee the integration of the businesses, manage and direct strategic planning and play a key role in leading supplier relations.  Greg Baird, as President  & CEO, will be responsible for the day-to-day operations of the Company, and will have organizational oversight and direct management of the senior leadership team. 

“The name Breakthru was chosen very deliberately,” noted Danny Wirtz. “We truly believe we can challenge the boundaries of the traditional distributor and bring a focused and insightful approach to how we do business.”

The Breakthru Beverage brand replaces legacy house names in markets including Colorado, Delaware, Florida, Illinois, Maryland, Minnesota, New Jersey, Pennsylvania, South Carolina, Virginia, Wisconsin and Washington DC.  Nevada will transition to the Breakthru brand in the ensuing weeks as the state licensing process concludes.  Wirtz Beverage Canada and Alliance Beverage in Alabama, Arizona and Mississippi will maintain their names.

The market leadership, expertise and brand portfolios customers are accustomed to remain unchanged.  The company will also maintain existing facilities and employ more than 7,000 people nationwide.

“The pace at which we are moving should indicate the level of commitment and excitement we have about Breakthru,” said Baird.  “Not only is our integration work well underway, but early indications are that our local markets teams delivered excellent results during the critically important holiday selling period”