With operations in Canada starting in 2014, Breakthru Beverage, formerly known as Wirtz Beverage, expanded to an international footprint becoming the exclusive broker for Diageo spirits and beer brands throughout the country. The Breakthru Beverage team is made up of a sales force who are equipped with advanced brand knowledge and industry leading selling resources in order to drive Diageo’s market share at the local level. Breakthru Beverage has been in operations for nearly a century in the United States and has brought to its Canada operations a vast amount of resources, including a proprietary training and development platform, market analytics, the latest technology, and renowned category expertise with the Diageo Reserve team. Breakthru Beverage works closely with provincial and territorial government authorities and independent retailers to consult on how they can grow their businesses with the great brands that Diageo has to offer.
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Breakthru Canada Wine and Craft Spirits
Darcy Traer Executive Vice President, Canada
Lorraine Ventresca Regional Vice President (Ontario)
Leading the Ontario sales region is Lorraine Ventresca, formerly the National Trade Director for Breakthru Beverage Canada. Previous to her roles within Breakthru Beverage Canada Lorraine held various positions at Diageo Canada. During her 18 years tenure she lead various teams in her capacity as Director, Sales Capability and Development, Director Customer Marketing, Director Pricing and Category Management. Her broad cross functional knowledge makes Lorraine well equipped to manage and lead the largest region.
Renee-Claude Boily Regional Vice President (East)
Jay Osier Regional Vice President (West)
Sam David Vice President, Finance
Sam David leads the Finance agenda for Breakthru Beverage Canada. A Chartered Professional Accountant with over 14 years of experience, Sam is a proven leader with demonstrated expertise in various senior finance roles across the industry and in public practice.
Kermit Grant Vice President, Human Resources
Leading the Company’s people agenda, Kermit is a seasoned Human Resource Professional with over 18 years HR experience . He joined the Breakthru Beverage team from Diageo Canada where he provided HR Business Partner services for the sales and marketing team across the country.
Ian Buchanan Senior Director of Business Analytics
Ryan Hannah Senior Director of Trade Development
Wesley Kwong Director of LL&S
With an unrivaled portfolio, we support the sale of Smirnoff, Cîroc and Ketel One vodkas, Johnnie Walker, Crown Royal, Baileys, Captain Morgan, Tanqueray, Guinness, Piper Heidsieck and Charles Heidsieck.