The experienced leader returns to Wisconsin to lead the market’s next chapter
August 5, 2026 — Breakthru Beverage Group, one of the leading beverage wholesalers in the United States and the largest broker in Canada, today announces the appointment of Jesse Christen as Executive Vice President of Wisconsin. Christen brings more than 14 years of experience with Breakthru, having held leadership positions across the business, most recently serving as Vice President of Supplier Business Development.
“Jesse is an accomplished leader with strong industry relationships and a proven ability to deliver results,” said Julian Burzynski, Executive Vice President and Chief Operating Officer at Breakthru Beverage Group. “Throughout his career, he has earned the trust of associates, suppliers and customers by leading with integrity, developing high-performing teams and consistently driving growth. Combined with his deep understanding of Wisconsin’s unique market dynamics, Jesse is exceptionally well-positioned to lead our Wisconsin business into its next chapter. I look forward to partnering with him as we continue investing in our people, strengthening our supplier partnerships and delivering exceptional service to our customers.”
As Vice President of Supplier Business Development, Christen partnered with many of Breakthru’s largest suppliers to strengthen commercial strategies, accelerate growth and create value across the organization. Earlier in his career, he served as Vice President of Sales for Wisconsin, where he led the market’s commercial organization and developed a deep understanding of the business and its partners. During his tenure, Wisconsin achieved significant growth with key suppliers through initiatives focused on SKU optimization, margin enhancement and commercial execution.
In his new role, Christen will lead Breakthru’s Wisconsin market, overseeing commercial strategy, operations and customer experience while strengthening supplier partnerships, developing high-performing talent and positioning the business for long-term growth.
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 9,000 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 five years in a row. For more information, visit www.BreakthruBev.com.
