November 18, 2025 – Breakthru Beverage Group, one of the leading beverage distributors in the United States and the largest broker in Canada, representing a portfolio of premier wine, spirits, beer and non-alcoholic brands, today announced the appointment of Judy Viera to the role of Chief Human Resources Officer. Formerly Senior Vice President, Human Resources, Viera has played a pivotal role in leading the HR Business Partner team, strengthening Breakthru’s overall organizational structure, HR processes and level of HR support provided across all U.S. markets and Canada. Since joining Breakthru in 2017, she has worked closely with the COO and the executive leadership team to design and execute talent strategies that drive performance, engagement and succession readiness.
Effective November 17, Viera succeeds Stephanie Soto in the CHRO role, who has departed Breakthru after an impactful three-year tenure to pursue an opportunity outside of the beverage alcohol industry.
“Judy is a trusted business partner and thoughtful leader who connects our people strategy directly to our business performance,” said Tom Bené, Breakthru Beverage Group President and CEO. “She combines deep HR expertise with a strong understanding of the beverage alcohol industry. I am confident our organization’s People First strategy, our commitment to talent and leadership development, and Human Resources team will continue to thrive under Judy’s leadership.”
In her most recent role, Viera led the strategic HR business partner function with a team of 45 professionals who have established a close collaboration with executive business leaders. During her tenure, she has driven strategic HR initiatives across all layers of the organization that have led to higher engagement and performance. She was instrumental in the integration of the Breakthru California team following the 2023 acquisition of Wine Warehouse. Viera previously spent 11 years with Diageo, where she held multiple HR leadership roles.
Viera’s people-first philosophy extends far beyond her work with Breakthru. She is passionate about inspiring positive change in her community and was recently honored by “A Chance in Life,” an education and leadership development program for at-risk youth, for her commitment to empowering others, mentoring emerging talent and creating inclusive, high-performing cultures.
About Breakthru Beverage Group
Breakthru Beverage Group is one of the leading beverage wholesalers in the United States and the largest broker in Canada, representing a portfolio of premier spirits, wine, beer, and non-alcoholic brands. Breakthru is family-owned and operates in 16 markets with more than $8.6 billion in annual sales and a team of nearly 10,000 dedicated associates. The company delivers world-renowned beverage brands to the doorsteps of North America’s retail, convenience, bar, and restaurant businesses, and has been named a “U.S. Best Managed Company” for four years in a row. For more information, visit www.BreakthruBev.com.
