Breakthru Beverage Group Establishes Hennessy Society, Honors Relationship with Moët Hennessy

Feb. 16, 2017

Breakthru Beverage in the News

New York, NY – Earlier this month, Breakthru Beverage inducted its inaugural class of top-performing sales associates and managers to the exclusive Hennessy Society, a newly-formed network celebrating the partnership Breakthru shares with Moët Hennessy. This honorable distinction celebrates the outstanding achievements of the company’s United Division, a group of more than 900 associates that support the Moët Hennessy portfolio across much of Breakthru’s footprint. The Hennessy Society honorees were Breakthru’s nationwide sales leaders for Hennessy V.S.O.P. and X.O Hennessy Cognac brands. 

“To us, the Hennessy Society represents the strong working relationship we have built with Breakthru, and I expect our partnership to only grow stronger due to their commitment and tenacity,” said Bernard Peillon, Chairman and CEO of Hennessy Cognac. “It was an incredible year for Hennessy Cognac and we continue to work diligently to meet demands, especially in the growing U.S. market. It is clear that Breakthru shares our uncompromising commitment to excellence and we are proud to call them part of our family.”

During the two-day event in New York City, Breakthru Beverage Co-Chairman Charlie Merinoff, and Vice-Chairman Danny Wirtz honored the inductees’ tremendous support and dedication in cementing Moët Hennessy’s position as one of the hottest brands in the U.S. market. The induction ceremony was also attended by Bernard Peillon, Chairman and CEO of Hennessy Cognac – who traveled from Paris, France, to be a part of this momentous occasion – and Jim Clerkin, CEO of Moët Hennessy North America.

“This past year, we saw terrific momentum across the Hennessy Cognac portfolio, which is a testament to the hard work and dedication of our United Division,” said Charlie Merinoff, Breakthru Beverage Co-Chairman. “Hennessy Society was born out of our incredible respect for the Moët Hennessy brand and our excitement and confidence in what the future holds.”

The newly appointed Hennessy Society members received bottles from the Cognac 250th anniversary barrel, a symbol of the rich history of Moët Hennessy. The proceeds from the sales of the barrel were donated to the Robin Hood Foundation in New York to reinforce both company’s charitable commitments to their communities. The Robin Hood Foundation is New York's largest poverty-fighting organization that focuses on finding, funding and creating programs such as soup kitchens, homeless shelters, schools, job-training programs and other vital services to assist families in New York's poorest neighborhoods.

“The relationship we have with Hennessy, in particular with such esteemed leaders as Bernard Peillon and Jim Clerkin, is one that we truly value. We look forward to continuing to expand our efforts with the brand and annually grow the Hennessy Society throughout our U.S. markets,” said Danny Wirtz, Breakthru Beverage Vice-Chairman. 

The establishment of Hennessy Society comes on the heels of a renewed partnership agreement between Breakthru and Moët Hennessy that was signed in 2016. In 2016, Breakthru’s United Division scorecard outpaced the Moët Hennessy national average and saw, among other notable accomplishments, Hennessy VS breaking the three-million cases mark. 

This year’s reception honored 24 sales associates from eight markets across the country. Hennessy Society members will be inducted on an annual basis, highlighting the top performers supporting the V.S.O.P. and X.O Hennessy Cognac brands of Moët Hennessy’s portfolio across Breakthru’s footprint. 

About Moët Hennessy USA 
MOËT HENNESSY USA is the leading importer and marketer of luxury wines, spirits and champagnes in the U.S. The Moët Hennessy portfolio includes renowned brands such as: Hennessy Cognac; Veuve Clicquot, Moët & Chandon, Dom Pérignon, Ruinart and Krug champagnes; Belvedere vodka; Grand Marnier; Glenmorangie and Ardbeg single malt Scotch whiskies; and fine wines, including Cheval des Andes, Terrazas de Los Andes, Cape Mentelle, Cloudy Bay, Newton Vineyard, Smoke Tree and Domaine Chandon California sparkling, among others. 

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