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Breakthru Beverage Group formed in 2016 through the merger of Charmer Sunbelt and Wirtz Beverage . Six years later , the beverage wholesaler and its affiliates operate in 15 states and Canada . The company employs 7,000-plus people , and represents a portfolio of wine , spirits , beer , RTDs , CBD beverages and cannabis ( where legal ), totaling more than $ 6 billion in annual sales .

“ When we came together , we set out a vision to be the leading beverage company in America ,” says Maggie Lapcewich , Chief Growth Officer , who led the merger in 2016 . “ We set a benchmark of ourselves against our industry peer groups . It ’ s about being the best at what we do . In that regard , we ’ re led by four areas of focus : growth , talent , production and innovation .”

Operating at a high level in those areas is challenging when extended across so many different states and two separate countries . But Breakthru has implemented efficient strategies that allow the company to standardize effectively throughout its large footprint .

“ Standardizing operations means ensuring our people are on the same page and all trained to provide the best service in the industry ,” explains Tom Bené , President and CEO . “ We are investing in technology to increase performance , productivity and efficiency in these areas and others , all bolstering our performance-driven culture to produce even better results for our customer and supplier partners .”

These investments have ushered the company to the cutting edge of what ’ s possible in modern business .

BREAKTHRU NOW Breakthru Now followed a company strategy for rolling out new projects . It began with a pilot program in Maryland before expanding gradually elsewhere . After Maryland proved successful , the company extended the new service into additional states , now including Illinois , Virginia , Colorado and Wisconsin .

This digital platform has many advantages . When placing orders , customers can see product prices , invoices and in-stock statuses in real time . If a desired product is out of stock , the service will recommend relevant replacements . Order histories are easily accessible . As are the abilities to pay , or communicate with sales consultants .

The front page of Breakthru Now provides a bevy of useful marketing , including curated information about the latest alcohol trends and seasonal offerings .

“ Breakthru Now delivers all the info you used to get from a salesperson ,” says Mike Boswell , VP , Digital and Ecommerce . “ Now , our salespeople can spend less time as order-takers , and more time as consultants . That ’ s more time they can offer to sample a retailer on a new whiskey . More time spent doing tastings .”

In the last year , the platform saved 6,000 hours of punched-in time for salespeople , Boswell reports , while generating $ 2 million per week .

( L to R ) Maggie Lapcewich EVP , Chief Growth Officer , Tom Bené President & CEO , Arthur Wirtz EVP , Operations

Breakthru Beverage operates across 15 states and Canada .

Most customers begin the service using its “ robust search function ,” Boswell says . “ The search function is really important . We want to make sure that the user experience is seamless and easy .”

In addition to Breakthru Now , Breakthru utilizes the company ’ s partnership with the alcohol ecommerce provider Provi to serve customers digitally in all its markets . Like the wholesaler , Provi was founded in Illinois , in 2016 . Breakthru ( with Illinois roots dating back to the 1940s ) seized on the chance to partner with an innovation leader in their own backyard .

“ We became their first major wine and spirits customer ,” Boswell says . “ We ’ ve had a partnership with Provi since the beginning . We saw the opportunity in what they were building . If a customer wants to make a big order , like replenishing an entire backbar , it used to be they would have to call or text 16 different reps . Now they submit the order all through our website . Provi is integrated with Breakthru ’ s order-taking platform ( Mobility ), so all those orders automatically appear on the appropriate salesperson ’ s iPad .”

“ That ’ s such a huge win for the customer ,” he adds . “ It ’ s about making sure everything is easy for the customer , and nothing more . This customer-first approach helps us win market share .”

4 Beverage Dynamics • June 2022 www . beveragedynamics . com