Brown-Forman honors Breakthru Beverage


This week, Breakthru Beverage Group and all the other North American Brown-Forman distributors gathered in Louisville, Ky., for Brown-Forman’s National Growth Conference and awards program.

At the awards, Breakthru Beverage Group received incredible recognition, winning every award presented for sales expertise, as well as awards for corporate social responsibility.

Breakthru Beverage Illinois took home Distributor of the Year – Heavyweight Division, and Breakthru Beverage South Carolina won Distributor of the Year – Middleweight Division.

Breakthru Beverage Group won the inaugural award for Alcohol Responsibility, recognizing our activities and commitment across the entire organization to partner and amplify Brown-Forman’s social responsibility initiatives. This award is tied to Breakthru Beverage Group and Brown-Forman’s joint efforts behind the Responsible Retailing Initiative. 

From left: Lloyd Sobel, BBG COO; Tim Daning, VP Sales BBSC; Mike Keys, President of North America, B-F; Al Bruni, VP Sales BBIL; Johnny Manuel VP, Director of Sales North America, B-F; Rick Slaughter, VP Supplier Engagement, BBG. Kneeling: Kevin Roberts, EVP Supplier Engagement.

To complement the Distributor of the Year recognition, Brown-Forman will make a $10,000 donation on behalf of Breakthru Beverage Illinois and Breakthru Beverage South Carolina to charities of their choice, respectively. In honor of receiving the Alcohol Responsibility award, Brown-Forman will make a $5,000 donation on behalf of Breakthru to a Responsibility-related organization of our choice, and Breakthru has chosen the Responsible Retailing Forum, with whom Brown-Forman and Breakthru have partnered in the past on responsible retailing initiatives like the underage liquor sales prevention program recently completed in Hillsborough Country, Fla. Breakthru Beverage Group was pleased to match Brown-Forman’s generous donation to the Responsible Retailing Forum in support of their work to promote best practices in our industry.

Breakthru Beverage Group is proud of the recognition and thrilled to have the opportunity to support our community interests through Brown-Forman’s awards program. We will continue to raise the bar for our companies’ success and to support the communities in which we live and work.

Congratulations to all!
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