Feb 23, 2026
Danny Wirtz, Co-Chairman of Breakthru Beverage Group, discusses how brands are rethinking national agreements and what success looks like when performance, not footprint, are the primary concern for suppliers’ route-to-market strategy. Themes from the episode:
- How did Breakthru shift strategy after a planned merger with Republic National Distributing Company was terminated in 2019?
- What does geographic expansion look like in the current market? What is driving decisions about footprint?
- Are suppliers deprioritizing a national footprint? Are there still benefits from those national partnerships?
- How is the push from beer wholesalers and Reyes Beverage Group changing the strategies of wine and spirits wholesalers?
- What are Danny's thoughts, as CEO of the Chicago Blackhawks, about the boost his sport has received from the international phenomenon Heated Rivalry?
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