Wirtz Beverage Canada Joins Breakthru Beverage Group

Wirtz Beverage Canada has joined Breakthru Beverage Group and will begin operations today as Breakthru Beverage Canada.

Breakthru was launched in January 2016 through the merger of The Charmer Sunbelt Group and Wirtz Beverage Group. The company represents a broad portfolio of premier wine, spirits and beer brands totaling more than $6 billion in annual sales.

Integration with the Canadian broker expands Breakthru’s presence internationally.

“We established Wirtz Beverage Canada two years ago as the first industry broker in Canada and in that short timeframe, have seen tremendous growth and success,” said W. Rockwell “Rocky” Wirtz, Wirtz Beverage Canada Founder and Co-Chairman of Breakthru Beverage Group, in a press release. “It is now the ideal time to build on that momentum and capitalize on the capabilities of the Breakthru team.”

Breakthru Beverage Canada will serve as the national broker for Diageo, as well as the Piper Heidsieck and Charles Heidsieck portfolios. The company, based in Toronto and led by Senior Vice President John Donahue, employs more than 130 associates who make up regional teams in Quebec, British Columbia, Alberta and Ontario.


All Wirtz Beverage Canada associates and facilities will remain and transition to Breakthru.

“We are excited to welcome Wirtz Beverage Canada to the Breakthru family, and we look forward to expanding our footprint internationally,” said Greg Baird, Breakthru Beverage President & CEO. “Our Canadian team has strong roots in the business and insightful expertise and relationships throughout the provinces. That foundation, paired with Breakthru’s scale and capabilities, will only enhance their work and success.”


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