After merger, beverage distributor’s VP says, ‘We intend to pave a new path’

Describe your business.

Breakthru Beverage Nevada distributes wine, spirits and beer brands, and employs over 500 associates statewide. The company is a member of Breakthru Beverage Group, which was formed through the merger 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 U.S. and Canada.

Who are your customers?

We work with a variety of accounts; from high-end nightclubs on the Strip to independent stores and restaurants in rural Nevada.

In addition to providing great brands for these customers, we are focused on helping them grow their business — from developing beverage programs to educating staff on products, trends and consumer insights. The more insight they have into what their customer wants, the better positioned they will be to grow.

What is your business philosophy?

I try to keep it very simple; my No. 1 job is to exceed the expectations of my employees and customers. If I do this well, we will attract and retain good people and be successful in delivering our business objectives.

Words to live by: Stay hungry and humble. Life is 10 percent what happens to you and 90 percent how you react to it.

Why was the company’s name changed?

Wirtz Beverage and Charmer Sunbelt are two of the country’s leading distributors, both with a history of differentiating themselves in the market. Coming together was not about one company buying the other or just merging old ways of doing business. We were committed to being innovative, and to evolving the distributor model of old. We could have combined our names, but we are looking ahead, taking a new approach. Our industry is ripe for it.

The name Breakthru Beverage embodies the vision of the company. We intend to pave a new path, and to establish a model that breaks the boundaries of the traditional distributor.

Why is Nevada an important market for Breakthru Beverage?

Nevada is one of the largest markets in the country for beverage distribution. People come to Vegas because they know bars, restaurants and nightclubs go above and beyond. In many ways, this market sets the bar for other Breakthru Beverage markets. Here in Nevada, we stay ahead of tastes, buying habits and trends to help our customers know what consumers want and how to get it.

What is the best part about doing business in Las Vegas?

It’s great to see the continual evolution and investment in Vegas; and despite it being a tourist-driven economy, there really is a great sense of community here. We are proud to be invested with organizations like Casa Foundation, Downtown Project and Life is Beautiful, which are making great strides in their work.