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Breakthru Beverage to buy Major Brands

US distributor Breakthru Beverage Group has agreed to acquire alcohol wholesaler Major Brands to expand its North American footprint.


Breakthru Beverage Group is aiming to expand beyond its alcohol portfolio

Once complete, the deal will see Missouri-based Major Brands join Breakthru Beverage’s portfolio. The agreement reflects Breakthru’s ambition to scale its capabilities and business model.

“This is a tremendous opportunity for Breakthru to further solidify our standing in the Midwest,” said Tom Bené, who became Breakthru Beverage Group president and CEO in October 2021. “We have an ambitious growth agenda, and this move marks another step forward as we continue to seek opportunities across North America.

“We intend to align our family-led businesses, embrace opportunities for innovation and build on Major Brands’ strong service, community, and people-oriented culture to expand our relationships in Missouri.”

Breakthru said it is aiming to boost its position in current markets while ‘seeking organic and inorganic geographic growth opportunities and new business ventures’ to expand beyond its portfolio of wines, spirits, beer and emerging beverages.

Sue McCollum, CEO of Major Brands, added: “Breakthru’s acquisition of Major Brands now gives one of Missouri’s largest wholesale premium beverage alcohol distributors the added resources and capabilities of Breakthru’s outstanding team. It will strengthen our position in the industry, while maintaining our values and commitment to community and culture.”

Family-owned Major Brands is the largest alcohol distributor in Missouri. The company employs 600-plus people and serves more than 9,000 retail customers.

The deal, terms of which have not been disclosed, is expected to be completed in spring 2022.

In April 2019, Republic National Distributing Company (RNDC) and Breakthru Beverage Group terminated their proposed merger following a prolonged review by a US government agency.

Breakthru Beverage Group is the third-largest wine and spirits wholesaler in the US, after RNDC and Southern Glazer’s.

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