Consolidation forms Canada distribution unit

Breakthru Beverage Group – one of the largest drinks distribution firms in North America – has integrated with Wirtz Beverage Canada and will now represent Diageo’s portfolio in the market.

The creation of Breakthru Beverage Canada marks further consolidation in North American drinks distribution

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.

Now, Wirtz Beverage Canada has joined Breakthru to form a new entity – Breakthru Beverage Canada – marking the company’s expansion into international markets.

Breakthru Beverage Canada will act as national broker for Diageo in Canada, taking over from Wirtz Beverage Group, which signed a “milestone” deal with the drinks group in March 2014.

The unit will be based in Toronto and led by senior vice president John Donahue, with 130 employees who make up regional teams in Quebec, British Columbia, Alberta and Ontar.

Breakthru said no job cuts will follow the merger, while all current Wirtz Beverage Canada facilities will remain.

“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.

“It is now the ideal time to build on that momentum and capitalise on the capabilities of the Breakthru team.”