Breakthru Welcomes F1 Grand Prix to Montreal

Aug. 1, 2016

The eyes of racing fans around the world fell on Montreal in June with the return of the Formula 1 Grand Prix weekend. The yearly event brings driving teams from all over the world, as well as thousands of racing fans, for three days of racing and a celebration of the top teams in motorsports. Montreal has hosted the race for over a decade, and this year Breakthru Beverage Canada, formerly Wirtz Beverage Canada, stepped up again to promote our partners at Diageo and their role in Formula 1 racing.

June 10 – 12 was “all hands on deck” for the Breakthru team, making sure that Diageo brands were featured prominently and beautifully throughout the city, from restaurant patios and retail stores to back bars and exclusive drink menus. Despite less than ideal weather, the race and our promotional efforts were both a success. Smirnoff Vodka sponsors the Force India team, whose drivers took 8th and 10th place, earning the team 5 points. Johnnie Walker, official whiskey of Formula 1, also sponsors McLaren, whose drivers came in 11th and 22nd.

Congratulations to their teams, and to our own team, for making the weekend such a success. We look forward to doing it all again next year when the F1 Grand Prix returns to Montreal.