Breakthru eyes Canada growth with new division

Leading North American drinks distribution company Breakthru Beverage Group has expanded its business in Canada with the launch of a new sales and marketing division.

Breakthru Beverage Canada launched in August last year

Breakthru integrated with Wirtz Beverage Canada to form Breakthru Beverage Canada in August 2016.

Breakthru Beverage Canada now acts as national broker for Diageo in Canada after taking over from Wirtz Beverage Group, which signed a “milestone” deal with the Johnnie Walker maker in March 2014.

“Our Canadian team has exceeded expectations in the market and proven that their approach to grow brands and drive sales is working,” said Greg Baird, president and CEO of Breakthru. “Strong relationships and experience within the provinces shouldn’t be underestimated. We have a proven model that works.”

John Donohue will lead Breakthru’s Canadian expansion

John Donohue (pictured right), senior vice president at Breakthru, who helped the company launch in Canada nearly three years ago, will lead the Canadian expansion. He will report to Julian Burzynski, executive vice president of Breakthru Beverage Canada.

“This investment will establish a structure to allow us to continue meeting the demands of Diageo and Jackson Family Wines while also attracting, onboarding and activating new supplier partners,” said Burzynski.

A new replacement for Donohue will be named “in the coming weeks”.

Breakthru Beverage Group launched in January this year following the merger of large family-run distributors Wirtz Beverage Group and Charmer Sunbelt Group. Headquartered in New York, the company represents a portfolio of wine, beer and spirits with US$6 billion in annual sales across 16 markets.