Charmer Sunbelt and Wirtz Beverage Agree to Merge

AB Inbev and SabMiller aren’t the only major alcohol companies about to merge.

The Charmer Sunbelt Group and Wirtz Beverage Group — two of North America’s pre-eminent family-run distributors of wine, spirits and beer — announced that they have signed an agreement to combine their beverage alcohol operations.

The new company, Breakthru Beverage Group, will be one of the largest wholesale distributors in the United States and Canada.


The company will initially have operations in 16 markets, employ more than 7,000 people and represent a portfolio of wine, spirits and beer brands with $6 billion in annual sales, company spokespeople said.

W. Rockwell Wirtz and Charles Merinoff will lead the new organization as co-chairmen of the Board. Daniel Wirtz, current president of Wirtz Beverage Group, will be vice-chairman.


Greg Baird, current Charmer Sunbelt president, will serve as the president and chief executive officer of the company. Arthur Wirtz, current Wirtz Beverage chief operating officer, will serve as executive vice president of operations and a member of the board.



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