This year, Breakthru Beverage Group is celebrating the ten-year anniversary of the company’s entry into the Canadian market, where it established a 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 1, 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, executive vice president, Breakthru Beverage Group Canada. “From Vancouver to St. John’s, we travelled 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 10 years and beyond.”
