Breakthru Beverage Wisconsin
Welcome To

Breakthru Beverage Wisconsin

Built on the values of integrity and quality, Breakthru Beverage Wisconsin has been in operation since 1945. Today, the company reaches every corner of the state, operating out of three strategically located facilities and providing partners with best-in-class services.

Formerly known as: Wirtz Beverage Wisconsin

We take pride in delivering our customers innovative solutions to help them build their businesses, and we are able to meet their unique needs because we have a best-in-class workforce of talented and nimble associates, we offer a diverse range of brands from the industry’s leading suppliers, and we consistently achieve operational excellence through strategic planning and our state-of-the-art facilities.

To meet the demands of the ever-evolving eCommerce landscape and provide our customers with a immersive and intuitive digital solution, we have launched BREAKTHRU NOW, our proprietary eCommerce platform. BREAKTHRU NOW provides customers with 24/7 access to our full product portfolio including real-time pricing and deals, detailed product information, and tools to help them manage their businesses anytime, anywhere.



The Breakthru WI leadership team supports the company's core operations and strategic vision.

Close Joe Marotta

Joseph Marotta

President, Central-West U.S. Region

Joseph Marotta, Central-West U.S. Region President of Breakthru Beverage Group, oversees the company’s operations in Arizona, Colorado, Nevada, Illinois, Wisconsin and Minnesota.

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.

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

Close Nate Phippen

Nate Phippen

Executive Vice President, Wisconsin

As Executive Vice President of Breakthru Beverage Wisconsin, Nate Phippen oversees all sales and marketing efforts for Breakthru Wisconsin, the Wirtz family’s first wholesale wine and spirits company purchased by Arthur Wirtz in 1945.

As a 20-year veteran of the beverage business, Nate previously worked as a Vice President of Sales at Wirtz Beverage Illinois.  There, he led multiple selling divisions through new route to market strategies and was responsible for their consistent performance and marked growth.  

He majored in Economics at Northern Illinois University, where he was a member of the Delta Sigma Phi Fraternity.

Jesse Christen

Jesse Christen
Vice President of Sales, Milwaukee Region

Paul Nowak

Paul Nowak
Vice President of Sales, Outstate Region

Steve Walls

Steve Walls
Director of Trade Development

Our Brands

Whether looking for wine, spirits or beer, we've got what you need. Peruse our portfolio of the most eclectic, sought-after and best-tasting beverages around.

See Brands 





Japanese Beverage


Become a Customer

Backed with a portfolio that is unrivaled, Breakthru Beverage is proud to call the industry’s elite suppliers our partners. Investments in facilities, technologies and our people ensure best-in-class service of the brands you want, when you need them. Learn more about how we can do business together.

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