Breakthru and Sazerac Expand Partnership in Pennsylvania

Breakthru Beverage Group has expanded its sales partnership with Sazerac in the state of Pennsylvania.

Beginning February 2019, Breakthru will represent Sazerac’s direct distribution portfolio, which includes Buffalo Trace, Dr. McGillicuddy’s, Fireball, Pappy Van Winkle, Sazerac and Wheatley Vodka, among other brands.

“Sazerac is a leading player in the spirits industry, with a strong history and commitment to quality, partnership and innovation and technology,” says Kevin Roberts, EVP, sales and marketing of Breakthru Beverage Group. “We share these same values and look forward to continuing to drive significant impact across our footprint.”

As Breakthru strategizes with Sazerac on commercial priorities for 2019, the bourbon category and Fireball represent significant growth opportunities, the companies say.

“We’ve seen incredible mutual success with Sazerac to-date and we are greatly motivated by the immediate opportunities on the horizon to build their brands’ presence in market,” says P.J. Horgan, president of Breakthru Beverage Group Pennsylvania. “Based on market trends and our data and analytics, we see great opportunity with both on- and off-premise accounts which we look forward to executing upon in 2019.”

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