Breakthru Beverage Arizona Celebrates 15 Years as the Wine and Spirits Provider for the Waste Management Phoenix Open

Feb. 22, 2018


The “Greatest Show on Grass,” otherwise known as the extremely popular Waste Management Phoenix Open, just set a record for the biggest crowd ever in tournament history, and many of Breakthru Beverage Arizona’s brands were in attendance as well.


“The Waste Management Phoenix Open has the greatest fans in golf, and we were proud to again serve as the preferred wine and spirits provider for the tournament,” said Gary Lederer, Breakthru Arizona executive vice president, sales and marketing. “Our supplier partners did a phenomenal job this year on delivering engaging experiences for consumers, and our team was thrilled to help them connect with golf fans in what is truly the most unique golf venue on the PGA Tour.”


The 2018 edition of the best party on tour featured a win from veteran Gary Woodland, and it was witnessed by nearly 720,000 fans, smashing last year’s record of 655,434. The huge crowds made for great opportunities for our supplier partners to forge long-lasting brand advocates with PGA Tour audiences, a highly educated and influential group of consumers.


Here’s what our suppliers teed up at the 2018 Waste Management Phoenix Open.


E. & J. Gallo Winery

Once again, E. & J. Gallo Winery is a major player on the PGA Tour. For the third season in the row, William Hill Estate Winery is the official wine of the PGA Tour.


As the preferred flavor of the fairways, William Hill once again set up a luxurious, one-of-a-kind mobile tasting room on one of the most visible sections of the golf course. Phil Mickelson could walk 10 feet behind the 9th green and walk right up to the bar at the William Hill Estate Wine Lounge.


“It’s an honor to be a part of the PGA Tour again this season,” said Catherine Chambers, Arizona On Premise State Manager, E. & J. Gallo Winery. “We’ll be at 17 tournaments this year on tour with the William Hill Estates Wine Lounge, and we have some new features to share with golf fans, including a photo booth!”



There is one section of the golf course that is not only one of the most fun areas of the event, but it’s accessible to every attendee—no special badges needed. It’s called the Fan Zone, and Brown-Forman’s brands were the marquee attraction.


Jack Daniel’s stole the show with a mobile bar that resembled what Cousin Eddie’s RV would look like if he were to win the lottery.


“This event is all about bringing the community together, and that’s what Jack Daniel’s is all about,” said Nick Geluso, Jack Daniel’s On Premise Market Manager. “We’ve really grown our partnership with the Waste Management Phoenix Open in recent years, and there is a reason for that—this tournament has the best fans.” 


In addition to the Fan Zone, Jack Daniel’s set up shop in the prestigious Bay Club every round of the tournament for a free tasting of the Jack family of brands so consumers could sample everything from Old No. 7 to the Single Barrel Rye.



There might not have been a supplier that was more efficient with its physical presence at the event than Diageo, who enjoyed a monopoly on the entire 12th hole, where the Don Julio truck perched high on a hill overlooking the green, and the margaritas were going down real smooth in the 80+ degree temps.


On the other side of the course in the exclusive Greenskeeper area, Bulleit and Ketel One were pouring a variety of upscale mules to cool off the crowd. Arnold Palmer would have been proud.  


“This is really the only venue in the golf world that is also a high-energy event,” said Anthony Moniello, Marketing Director, Breakthru Division of Diageo. “This is our 3rd year here at the Waste Management Phoenix Open, and we hope to be here for 30 more years. It’s an iconic arena, and a unique setting for our brands to interact with consumers.”


Moët Hennessy/Red Bull/Deep Eddy

When golf fans walked into the esteemed Bay Club overlooking the 17th hole, they were greeted by a variety of top-shelf brands, but we’d be lying if we said Chandon’s Rosé—Moët’s pink drink—wasn’t among the most popular orders of the entire weekend.


And back over at the Greenskeeper was the dynamic duo of Red Bull and Deep Eddy, who were ideal playing partners that made for one of the most chic bars on the course. It’s a long day out in the sun at the Waste Management Phoenix Open, and the Red Bull addition to Deep Eddy gave golf fans the boost they needed.


All in all, it was another wonderful year working golf’s best bash. We want to send a big thank you to all our great brand partners, including Jack Daniel's Tennessee Whiskey, William Hill Estate Winery, Crown Royal, Don Julio Tequila, Tequila Herradura, Captain Morgan, Red Bull, Deep Eddy Vodka, Ketel One, Finlandia Vodka, La Marca Prosecco, Belvedere Vodka, el Jimador Tequila, New Amsterdam Spirits, Baileys, Chandon USA, King Estate Winery, Johnnie Walker, Ron Zacapa, Woodford Reserve, Glenmorangie and Tanqueray.

Read Next Article See all Arizona news

email delivery truck icon

Get news delivered directly to your inbox.

Join our email marketing program for weekly updates on the latest industry trends, product innovations and news.