Alliance Beverage Distributing Company Joins Breakthru Beverage Group

New York, NY -- Breakthru Beverage Group has acquired full ownership of Alliance Beverage Distributing Company. Alliance will now operate as Breakthru Beverage Arizona, joining the national distributor as the 14th state of the company’s U.S. operations. Breakthru, which was formed January 1, 2016 through the combination of holdings by Charmer Sunbelt Group and Wirtz Beverage Group, represents a broad portfolio of premier wine, spirits and beer brands.

“We are excited to welcome the Arizona team to the Breakthru Family and build on the great work they do with bars, restaurants and retail customers through the state,” remarked Greg Baird, Breakthru Beverage President & CEO. “We are committed to maintaining the excellent service that our partners have come to rely on in all of our markets.”

Breakthru Beverage Arizona will be led by current Alliance Executive Vice President Gary Lederer. The company will maintain Alliance operations and facilities in Phoenix, Tucson and Flagstaff and continue to employ 550 associates. The Arizona business will align within Breakthru’s West Region, which includes Nevada and Colorado and is under the leadership of West Region President Joe Marotta.
“The retail and chain markets continue to evolve nationally and there is a great opportunity in the Arizona market to help our customers find the brands and experiences that consumers are demanding,” explained Lederer.

Through alignment with Breakthru, the distributor is launching a proprietary mobility platform which provide front-line sales consultants access to a robust, real-time order entry, inventory tracking, customer sales history platform while also providing an expansive product library of brand notes and accolades. The company’s “18 East” space in Phoenix will play host to a wide array of wine seminars, mixology courses, menu and bar development programs for customers led by Breakthru category specialists.

“We are thrilled to bring the national and commercial expertise of Breakthru to support our customers,” concluded Lederer.
About Breakthru Beverage Group

Breakthru Beverage was formed by joining substantial holding of The Charmer Sunbelt Group and Wirtz Beverage Group. The company employs more than 7,000 associates and with its affiliates has operations across the US and Canada. For more information, visit


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