United Distributors now Breakthru Beverage

United Distributors will now operate as Breakthru Beverage Delaware, part of a national launch by Breakthru Beverage Group, the wholesaler formed by Charmer Sunbelt and Wirtz Beverage.

The Breakthru Beverage brand replaces legacy house names in markets including Delaware, Colorado, Florida, Illinois, Maryland, Minnesota, New Jersey, Pennsylvania, South Carolina, Virginia, Wisconsin and Washington, D.C. Nevada will transition to the Breakthru brand in the coming weeks. Wirtz Beverage Canada and Alliance Beverage in Alabama, Arizona and Mississippi will maintain their names.

The leadership, expertise and brand portfolios customers are accustomed to remain unchanged, according to company officials. The company will also maintain existing facilities and continue to employ more than 200 people statewide.

The operations of the company and its affiliates will span 19 markets, and the company will represent a portfolio of premier wine, spirits and beer brands totaling more than $6 billion in annual sales.

“Breakthru Beverage is built upon the best of our legacy operations while setting a new path and approach forward,” explained Greg Baird, Breakthru Beverage president and CEO. “Our vision for the future is focused on excellence and how we can be a stronger and more innovative partner for our suppliers and customers in all of our markets.

“The pace at which we are moving should indicate the level of commitment and excitement we have about Breakthru,” said Baird. “Not only is our integration work well under way, but early indications are that our local markets teams delivered excellent results during the critically important holiday selling period.”

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