Company remains the largest brokerage in the country
August 21, 2024 – This year, Breakthru Beverage Group is celebrating the ten-year anniversary of the company’s entry into the Canadian market, where it established the first-of-its-kind brokerage operation. In 2014, then Wirtz Beverage launched the sales brokerage with 120 associates representing the Diageo portfolio. They became Breakthru Beverage Canada two years later, combining two legacy family companies to deepen the company’s capabilities and further solidify their presence in Canada.
Earlier this year, in response to its growing portfolio in the market, the company reorganized to create two dedicated selling divisions, each representing a different supplier portfolio. With these separate divisions, Breakthru Canada reaffirmed its commitment to delivering an unparalleled customer experience through partnership and collaboration, and to providing nationwide coverage for each of its partners.
“From day one, we had a vision to create a sales brokerage that passionately represented our partners’ brands while providing value to our Board partners,” said Sam David, EVP, Breakthru Beverage Group Canada. “From Vancouver to St. John’s, we traveled coast to coast to gain a stronger understanding of the Canadian beverage alcohol landscape, to learn what consumers were looking for and find new and innovative ways to provide value to our partners. That energy hasn’t waned, and we’re looking forward to continuing to solidify our position here for the next ten years and beyond.”
Over the past ten years, Breakthru Canada has grown its team by 90%, made significant investments in infrastructure and resource enhancements, and expanded to more than 60 supplier partners while currently representing over 12m 9L cases across the country. The company continues to leverage its resources and tools including best-in-class training and educational programs, data and analytics capabilities and highly skilled in-market teams.
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.
