Home Industry News Releases Breakthru Beverage Elevates New Leaders, Evolves Route-to-Market Structure 

Breakthru Beverage Elevates New Leaders, Evolves Route-to-Market Structure 

Joshua Phillips

May 21, 2024 – Breakthru Beverage Group, a leading North American beverage distributor with operations spanning 16 U.S. markets and Canada, today announced an evolved leadership and above-market structure that will drive efficiency and performance for two of its supplier partners’ portfolios. Darcy Traer has been appointed Senior Vice President, Business Development – Diageo and Joshua Phillips will continue as Vice President, Business Development – Moët Hennessy USA. They will lead the distributor’s longstanding relationship with each partner, building on their successful history of performance.

“We are proud of our successful alliance with both Moët Hennessy USA and Diageo, and it is our responsibility with all of our suppliers to continue advancing our strategies that consistently deliver beyond expectations to meet the dynamic needs of our customers and the consumers they serve,” said Chief Commercial Officer, Kevin Roberts. “Darcy and Joshua are both compelling leaders with proven histories of building inclusive and high-performing teams, and their leadership will deliver industry leading results.”

Traer and Phillips will work directly with Breakthru’s markets, cross-functional leaders and trade development and marketing teams to plan, organize and execute Diageo and Moët Hennessy USA programs and activations. They will be responsible for developing and executing corporate strategies that deepen the alignment between the organizations to foster collaboration and successfully deliver on the suppliers’ strategic priorities.

Darcy Traer

Traer has worked for or with Diageo in positions of increasing responsibility for nearly 20 years. Since January 2023, Traer has served as Vice President, United Division, Illinois, Breakthru’s largest Diageo market in North America. Prior to that, he served as EVP, Breakthru Canada, and was responsible for the organization’s operations across the country. Phillips worked with Moët Hennessy USA beginning in 2001 and joined Breakthru in September 2020, strengthening the distributor’s and supplier’s partnership throughout his tenure, including through the supplier’s expansion into Illinois in 2022.

About Breakthru Beverage Group 

Breakthru Beverage Group is one of the leading alcohol wholesalers in the United States and the largest broker in Canada representing a full total beverage alcohol portfolio of spirits, wine and beer. Breakthru is committed to diversity, equity and inclusion and supports a wide range of notable organizations as well as local charitable initiatives across its North American footprint.  Across all markets, Breakthru aligns a nimble and insightful approach to sales, marketing and operations. Family ownership is active in the business and committed to being stewards of heritage and champions of innovation. For more information, visit www.BreakthruBev.com.