Quality and Integrity

Breakthru Beverage Group is transforming the identity and execution standards of beverage distribution, earning distinction by embracing innovation and aggressively driving top-line growth. Quality and integrity are company hallmarks while its financial stability is unrivaled.

Executive Leadership

Supporting the company's core operations and strategic vision is the Breakthru Beverage Group leadership team.

Charles Merinoff


Charles is a principal founder and serves as Co-Chairman of Breakthru Beverage Group.  In that role he sits on the company’s Board of Managers and Operating Committee.

Charles has worked for his family’s beverage distribution business since 1980.  In 1991, Charles was named President of Charmer Industries, the family’s Metro New York beverage business. In 1994, he led the acquisition of Sunbelt Beverage Corporation, then operating distributorships in several Eastern states. Sunbelt continued to expand, and in 1997 the wholesale companies in which the family had an interest became known as the Charmer Sunbelt Group. Charles served most recently as Chairman and Chief Executive Officer.

Charles is very active in a number of charitable organizations. He has been a member of the Federal Law Enforcement Foundation since 1999, and currently serves as Treasurer. He also sits on the Board of Trustees of the Culinary Institute of America and is on the Board of Directors of the Thurgood Marshall College Fund. In 2010, he was elected to the Board of Trustees of the North Shore-Long Island Jewish Health Systems and sits on the Executive Committee of Lenox Hill Hospital. Charles spearheads the annual Wine and Wishes tasting and auction, which has raised over $4 million for the Make-A-Wish Foundation of Metro New York.

He has been honored by the Boys Town of Italy, the Boy Scouts of America and the UJA-Federation of New York. He is a graduate of the University of Wisconsin.

Rockwell Wirtz

W. Rockwell Wirtz


Rocky Wirtz is a third-generation family leader and is a principal founder and Co-Chairman of Breakthru Beverage Group.

Rocky has led the family’s beverage business, Wirtz Beverage Group, where his strategic vision, commitment to investment and time-honored focus on running a value-driven business helped the company grow and expand its partnerships.

Rocky also serves as Chairman of Wirtz Corporation, one of the largest privately-held and family-owned companies in the United States. Wirtz Corporation interests extend to a vast array of businesses including Wirtz Realty, Wirtz Insurance, The Chicago Blackhawks Hockey Team and banking operations in Illinois and Florida.

Rocky is a past Chairman of the Wine and Spirits Wholesalers of America, a member of the Civic Committee of The Commercial Club of Chicago, a trustee of Chicago’s Field Museum and a trustee of his alma mater Northwestern University. He is also the Co-Chairman of the Executive Committee of the United Center and co-owner of the facility, for which the Chicago Blackhawks and the Chicago Bulls call home.

Rocky has been a recipient of the Chicago Innovation Award, Wholesaler of the Year and other industry accolades for Wirtz Beverage Group’s North American holdings.

Rocky’s charitable endeavors include support for numerous civic and charitable organizations.  Significant efforts are facilitated through Chicago Blackhawks Charities, which donates annually to dozens of organizations focusing on youth programs, health and wellness, education and housing.  He has also established the Virginia Wadsworth Wirtz Endowment for Visiting Artists at Northwestern University in honor of his grandmother. 

Danny Wirtz

Danny Wirtz


As Vice-Chairman of Breakthru Beverage Group, Danny Wirtz will serve on the company’s Board of Managers and Operating Committee.  He will work closely with the CEO on integration, strategic planning and supplier relations.  A skilled leader with a proven track record of success, Danny leads with passion and a commitment to the future of the organization.

As a fourth-generation family leader, Danny assumes this position from President & CEO of Wirtz Beverage Group where he oversaw day-to-day leadership of the company’s domestic and international businesses. He has served in a variety of roles for Wirtz Beverage including oversight of the company’s commercial teams, corporate strategy and supplier relations.

Danny is an active leader in the community and in the trade. He sits on the boards of several Chicago-based civic organizations and also serves on the Executive Committee of the Wine and Spirits Wholesalers of America.

Danny holds a vested interest in Wirtz Corporation and led the launch of Banner Collective, a creative content agency in 2013.  He also provides strategic counsel to all Wirtz Corporation’s diversified holdings which include the Chicago Blackhawks, Wirtz Realty, Wirtz Insurance and banking interests in Illinois and Florida.  Danny serves as a board member of the United Center joint venture.

He is a graduate of Boston College.

Ray Herrmann

Ray Herrmann

Chairman Emeritus

Ray Herrmann, Board Member Emeritus of Breakthru Beverage Group, was a key leader in the founding of the company.

His career, which spans more than five decades, is one of the most distinguished in the beverage industry. Most recently, Ray served as Chairman Emeritus of the Charmer Sunbelt Group.

Ray began his career in the beverage industry as a salesman with two New York wholesale distributors after the end of World War II, where he served in the United States Army, 191 Field Artillery Group in the South Pacific Theatre from 1943 to 1946.

Ray’s family ties to the industry extend three generations and his tenure has included leadership positions with McKesson Corporation, Schieffelin and Company and National Distillers Products Company. He founded Sunbelt Beverage Corporation in 1988 and as Chairman and CEO, led its 1994 merger with Charmer Industries.

Ray served as Director and Executive Committee Member of the National Association of Beverage Importers from 1973 to 1985. During this time, he also served as Chairman of the executive committee and Chairman of the association. He was a Director and member of the executive committee of the Distilled Spirits Council of the United States (DISCUS) from 1973 to 1986.

Ray’s passion for the beverage industry and his advocacy for responsible marketing of its products has contributed to the acceptance of wine and spirit companies among mainstream American business today.

Ray holds a Bachelor’s degree from Princeton University.

Greg Baird

Greg Baird

President & CEO

As President & Chief Executive Officer, Greg Baird is responsible for the day-to-day operations of the Company, and has organizational oversight and direct management of the senior leadership team.  He facilitates strategic direction and initiatives for Breakthru Beverage Group’s national business entities, which include 16 markets, 7,000 associates and $6 billion in annual sales.

Greg assumed the position from the roles of President and Chief Operating Officer of Charmer Sunbelt Group where he oversaw all aspects of the company’s operations and worked closely with the CEO, Board of Directors and the executive management team to achieve the company’s long-term strategic vision.

As a visionary leader, Greg brings tenured experience and an innovative approach to Breakthru Beverage.

His career in the industry also includes leadership as President of Reliable Churchill, Maryland’s largest distributor of wines and spirits. Greg was named President of Reliable Churchill in 1999, when the company was formed through a joint venture of Churchill Distributors and Reliable Liquors. Prior to that, Greg was Vice President of Sales at Churchill Distributors.

He is active in an number of charitable organizations including, ALS Society, Bob Woodruff Foundation, American Lung Association and Alzheimer Association of America.

Greg holds a Bachelor’s degree from the University of Virginia. 

Gene Luciana

Gene Luciana

Executive Vice President, Chief Financial Officer

In his role as EVP Chief Financial Officer, Gene Luciana has financial oversight for Breakthru Beverage and its 16 market business operations.  In that role, Gene leads finance, accounting, audit for the company’s corporate, sales and operations teams. 

Gene previously served as Executive Vice President, Chief Financial Officer and Chief Operations Officer of the Charmer Sunbelt Group.  In that role, he led the shared services, operations, logistics, IT, risk management and finance divisions. He also served as a member of the Charmer Sunbelt Board of Directors.

Prior to joining The Charmer Sunbelt Group in 1992, Gene spent a decade at Chase Packaging Corporation, serving as Executive Vice President, Finance Treasurer and on the company’s Board of Directors.  During his early career, he held positions at Rossville Industries and Deloitte & Touche.

Gene is a certified public accountant and holds a Bachelor of Science degree in finance from Franciscan University.

Art Wirtz

Arthur Wirtz

Executive Vice President Operations

Arthur Wirtz serves as EVP of Operations for Breakthru Beverage Group. Leveraging his leadership skills and tenured industry experience, his responsibilities include overseeing state operations for the $6 billion company.  Art’s focus is on delivering the most efficient, cost-effective and seamless operations and systems for Breakthru Beverage.

Art was raised in the family business and worked for 25 years in numerous positions with Wirtz Beverage Group.  Most recently, he led the company as Chief Operating Officer overseeing corporate operations throughout the company’s North American footprint.

He also served as Executive Vice President for the company, directing supply chain efforts including national operations and IT initiatives.  He was instrumental in the capital planning, construction and integration of numerous state facilities including the company’s Illinois headquarters.  This 600,000 square foot state-of-the-art warehouse, office and training facility has been recognized for its systems and efficiency and served as a model for the development of other distribution centers across the country.

In 2012, he was recognized among more than 3,000 employees with the Arthur M. Wirtz Leadership Award, named after his grandfather and Wirtz Beverage Group founder.

Art received an MBA from Northwestern University’s Kellogg School of Management and is a graduate of Drake University. 

Ann Giambusso

Ann Giambusso

Executive Vice President, Chief Human Resources Officer
Ann Giambusso, EVP Chief Human Resources Officer of Breakthru Beverage Group, is the talent architect for the company, its market distributorships and more than 7,000 associates.

Ann brings in-depth experience in the fields of human resources and employment law.  She advises on strategic initiatives, leads talent acquisition and ensures all the major HR systems, policies and programs run efficiently and effectively. Ann is a leader in change management and employee engagement, demonstrating outstanding negotiation skills and expertise in employment, labor, compensation and benefits.  

Ann served most recently as Executive Vice President, Human Resources for The Charmer Sunbelt Group.  During her 28 year industry tenure, Ann has developed and implemented a broad range of HR policies and programs, such as talent development, rewards and recognition, career transition, as well as retention, career support and resourcing programs. Prior to joining The Charmer Sunbelt Group in 2002, she served as the Senior Human Resources Executive for Joseph E. Seagram &Sons, and a U.S. division of Vivendi Universal.

Ann is a member of the New York Bar and was the recipient of the 1994 YWCA’s Salute to Women Achievers Award. She holds a Bachelor of Arts degree in psychology and a Juris Doctor degree from New York University. In addition, she attended the Columbia School of Business in New York.

Arlyn Miller

Arlyn Miller

Executive Vice President, General Counsel

Arlyn Miller leads the legal department as Executive Vice President, General Counsel of Breakthru Beverage Group. In this role, she is responsible for all company legal matters. 

Prior to joining Breakthru Beverage Group, Arlyn served as Executive Vice President, General Counsel for the Charmer Sunbelt Group, where she was integral in the development and execution of the company’s growth strategy.

Aryln has more than 25 years of legal experience. She began her career at Shearman & Sterling before joining Baer Marks & Upham, LLP.  There she developed an active securities law practice and gained extensive experience in mergers and acquisitions. While at Baer Marks, Arlyn represented the Merinoff family in its acquisition of Sunbelt Beverage Corporation.

She is a founding director and board member of the Newark Police Foundation, which serves to enhance the effectiveness of the Newark Police Department by raising funds in support of crime-fighting programs.

Arlyn holds a Bachelor of Science degree in chemistry from Binghamton University and a Juris Doctor degree from Albany Law School, where she graduated cum laude. 

Maggie Lapcewich

Maggie Lapcewich

Executive Vice President Integration

Maggie Lapcewich  serves as Integration EVP for Breakthru Beverage Group.  The company was formed through the merger of Wirtz Beverage and Charmer Sunbelt in January 2016.  Maggie is responsible for aligning the practical implementation of the merger with the company’s goals and strategic vision.

She brings extensive industry and functional oversight experience to the company.  With a tenure of more than 24 years, Maggie most recently led Commercial Strategy and Business Development for Wirtz Beverage Group.  There she focused on commercial effectiveness across the sales and trade development teams, and leveraged best practices to enhance market execution.

Maggie has also served in numerous leadership roles for Diageo including President of Diageo Canada until 2014, and was the President of both Global Tequila and U.S. National Accounts for Diageo North America. Additionally she was the General Manager of the Illinois and Indiana region for Diageo, as well as the Central Control States of Michigan, Ohio, Iowa and West Virginia. Her career began with E&J Gallo Winery.

She holds a Bachelor of Science degree in business administration from the University of Iowa and she attended the Tuck School of Business at Dartmouth.

Kevin O'Neil

Executive Vice President, Diageo & Moët Hennessy

As Executive Vice President Diageo & Moët Hennessy, Kevin O’Neil is responsible for managing Breakthru Beverage Group’s Diageo and Moët Hennessy portfolio across all markets.

Kevin drives strategy and long-term planning for the Diageo and Moët Hennessy dedicated sales organization, and works closely with the Breakthru Beverage executive team and Diageo Moët Hennessy stakeholders on strategic initiatives.

Previously, Kevin served in this role with the Charmer Sunbelt Group.

Kevin brings over 30 years of experience in the beverage industry including a distinguished career with Diageo North America. He joined Diageo in 2002 as Vice President of Commercial Strategy, and went on to become President of National Accounts and Capability Development. In 2010, he became President and Chief Commercial Officer for the company, leading the commercial team and setting its strategic sales and route-to-market agenda.

Kevin is an active community leader, contributing to youth hockey programs and supporting the Homes for Heroes initiative to create housing for veterans.

Kevin began his industry career at Joseph E. Seagram & Sons, and holds a Bachelor of Science degree in mathematics from Boston College.

Bob Catalani

Bob Catalani

Executive Vice President, Sales & Marketing

Bob Catalani is EVP of Sales and Marketing for Breakthru Beverage Group, where he is responsible for all sales and marketing efforts for the company’s key accounts across the US.  Bob works closely with the executive team to drive overall strategy and long-term planning for Breakthru Beverage's supplier relationships.

Bob joins Breakthru Beverage from the Charmer Sunbelt Group, where he served as Executive Vice President for Sales and Marketing from 2010-2015. He joined the company in 2004 as President and Chief Executive Officer of Beverage Distributors Company in Colorado.

Bob brings over 30 years of industry experience to Breakthru Beverage Group and has held a number of leadership roles throughout his career. He began his career as the South Texas District Manager for Heublein, which is now Diageo. He joined Schieffelin & Somerset as Vice President of the Southwest region and became Executive Vice President of Sales, with responsibility for the company's entire wine and spirits portfolio across the United States.  Before joining Charmer Sunbelt Group, he served as Vice President and General Manager for Southern Wine & Spirits.

Bob is a former board member for the Latin American Education Foundation in Denver, as well as being involved in the American Cancer Society and the Susan G Komen race for the Cure.

He holds a Bachelor of Arts degree from St. Mary’s University in San Antonio.

Kevin Roberts

Kevin Roberts

Executive Vice President Sales & Marketing

As EVP of Sales & Marketing for Breakthru Beverage Group, Kevin Roberts oversees sales and marketing efforts for the company’s key business segments. Along with members of the executive team, Kevin drives strategy and long-term planning and innovation.

Kevin joins Breakthru Beverage Group from Executive Vice President of National Sales for Wirtz Beverage Group. He is an innovative thinker whose focus on solutions and opportunity have propelled him through his career.

Previously, he led Wirtz Beverage Group’s Nevada operation as Senior Vice President. In that role, he embraced the opportunity for innovation and applied a change leadership approach that elevated and expanded the statewide operations.  Attracting new supplier partners, applying cross-functional leadership experience and managing overall P&L for the TBA business, were all critical to the company’s success.

A well-developed leader, Kevin has experience in the beverage alcohol business on both the supplier and distributor sides including positions with Moosehead, Guinness and Diageo. Trade development, national account management and sales and marketing are among his many areas of expertise.

After graduating from Western Michigan University with degrees in marketing and accounting, Kevin began his career in the beverage industry. 

Brian Albenze

Brian Albenze

Executive Vice President Commercial

Brian Albenze serves as Commercial Strategy EVP for Breakthru Beverage Group. In this role, Brian leads the company's commercial platform and capabilities as well as drives supplier strategy. He works closely with sales and IT to support the development of best-in-class tools and technologies to enable Breakthru Beverage’s sales force.  Along with executive team colleagues, Brian drives strategy for key commercial activities such as sales team effectiveness, commercial business strategy, communications and branding.

Previously, Brian served as President of Connecticut Distributors, a division of Charmer Sunbelt Group.  There he was responsible for the company’s P&L, developing and implementing its annual business plan with a focus on creating long-term corporate strategies.

Prior to assuming the role of President, he was the Director of Business Development for the company’s Diageo/Moët Hennessy portfolio, working closely with these critical suppliers to drive excellence in execution across the Charmer Sunbelt Group markets. He was also involved in a number of cross-functional teams within the company and played a major role in the development of the Go-to-Market initiative.

During his tenure at the Charmer Sunbelt Group, Brian also served as the General Manager of Beverage Distributors, Charmer Sunbelt Group’s Colorado operation and he oversaw the Diageo/Moët  Hennessy business at Washington Wholesale Liquors.

Brian started his career with the E&J Gallo winery, after graduating from John Carroll University with a business degree in logistics.

Joseph Marotta

Joseph Marotta

President, West Region

Joseph Marotta, President West Region of Breakthru Beverage Group, oversees the company’s operations in Arizona, Colorado and Nevada. His responsibilities also include aligning state initiatives with the corporate vision and strategy.

Previously, Joe served as President and CEO of Beverage Distributors – Charmer Sunbelt Group’s Colorado operation.  The Colorado business has grown and expanded it’s TBA business with an increased focus on the craft category.

Prior to Beverage Distributors, Joe spent 12 years with Charmer Sunbelt’s affiliated operation in Florida: Premier Beverage Company. There he held the positions of General Sales Manager, Managing Director and Executive Vice President.

Joe’s career in the industry spans over 29 years and he has held various positions at multiple companies, which include McKesson Wine and Spirits and E&J Gallo Winery.

Joe has served on the boards of the Las Olas Association, Riverwalk Trust and Florida’s largest annual event, the Winterfest Boat Parade. He currently serves on the board of the Latin American Educational Foundation in Denver.

Joe holds a Bachelor of Science degree in business from the University of Florida, as well as an Executive Finance degree from Harvard University.

David Lockie

David Lockie

President, Midwest Region

David Lockie serves as President Midwest of Breakthru Beverage Group, leading the company’s operations in Illinois, Minnesota, Wisconsin and Pennsylvania. In this role, he drives the regional strategy and aligns priorities with the company’s corporate and strategic vision.

David is a seasoned leader with nearly 32 years of industry experience.  Most recently, he was Senior Vice President of Sales & Marketing for Wirtz Beverage Illinois and Minnesota.  There he successfully led sales strategies including planning, implementation, measurement and supplier acquisition, and was also responsible for the company’s joint venture in Iowa.

Prior to joining Wirtz Beverage, David served as President of Glazer’s Illinois, managing the company’s portfolio on a statewide basis. His experience also includes a tenure as President of Johnson Brothers of Illinois. David is a seasoned integration and change management leader.

He began his career with Romano Brothers, eventually transitioning to E&J Gallo Winery.  At Gallo, David was the Midwest and Mid-Central Division manager of the company, overseeing execution of Gallo’s retail programming and brand standards in each of the respective regions.

David is a graduate of DePauw University.

Kevin Dunn

Kevin Dunn

President, East Region

Kevin Dunn serves as East Region President of Breakthru Beverage Group. In this role he will have reporting oversight of the state operations in Connecticut, New Jersey, New York, Delaware, Maryland and the District of Columbia. He will also serve as President of Breakthru Beverage Maryland and Washington D.C.

Kevin thrives on challenges and has a great passion for the industry, which he has been a part of for over 35 years.

Prior to joining Breakthru Beverage Group, Kevin served as President of Reliable Churchill – Charmer Sunbelt Group’s Maryland Operation. There he drove P&L, supplier partnerships and all state sales efforts for the market.

An industry veteran, Kevin has also held a number of positions at Washington Wholesale – Charmer Sunbelt Group’s District of Columbia division – including President and General Sales Manager.

Kevin serves as a board member of the Licensed Beverage Distributors of Maryland. In addition, he is very active in numerous local community programs and drives his team to participate in various food drives, school supply drives, Thanksgiving dinners, partnerships with local military bases and blood drives.

He holds a Bachelor of Science degree from the University of Maryland.

Bob Drinon

Bob Drinon

President, South Region

Bob Drinon is Regional President of Breakthru Beverage Group’s South Region.  His responsibilities include aligning market strategies between the company’s operations in Florida, South Carolina and Virginia.  He also serves as President for Breakthru Beverage Florida. 

Bob previously served as the President and CEO of Premier Beverage, Charmer Sunbelt Group’s Florida operation, since 2004. During his tenure at Premier Beverage, Bob held multiple leadership positions, including Executive Vice President, Managing Director and General Sales Manager.  

His career in the beverage industry spans over 30 years, with the last 21 years spent working with the Charmer Sunbelt Group. Prior to that, he held positions at Blair Importers and Carillon Importers.  

Bob is a member of the Florida Chamber of Commerce, Broward Workshop, and CEO Council Member of the Greater Fort Lauderdale Alliance.  He is also an avid supporter of several charities including the Cystic Fibrosis Foundation, Junior Achievement, and Memorial Sloane Kettering Cancer Center. 

He holds a Bachelor of Science degree in business from Arizona State University and an executive master's degree in business administration from Harvard University.