Wine Warehouse to join Breakthru Beverage Group

Breakthru Beverage Group, New York, announced that it has signed an agreement to acquire California-based Wine Warehouse, further expanding the company’s footprint to the largest U.S. beverage alcohol market. Once the deal is completed, which is expected this spring, Wine Warehouse will join the Breakthru Beverage family and begin to integrate many of the company’s resources and capabilities to enhance service to partners and grow the California market.

“We intend to make significant investments and be a competitive force in the market,” said Tom Bené, Breakthru Beverage Group President and CEO, in a statement. “Breakthru has built a consistent and scalable business that makes us a very attractive partner to both suppliers and customers nationwide. We will bring a consumer-led approach as we unite the expertise of the California team with the culture, scale and capabilities that Breakthru can provide to grow the business.”

Wine Warehouse is a multi-generational, family-owned and -operated, wholesale distributor of fine wine, beer and spirits for California. The company was established in 1973 by wine collectors Bob and Jim Myerson and successfully expanded to be the third largest wholesaler in California, and a Top 10 wholesaler in the country. The move is Breakthru’s third acquisition in the past year following Major Brands in Missouri and J.J. Taylor in Minnesota.

“The dynamics of the industry are changing and the momentum we have makes this an ideal time to begin the next chapter with Breakthru. We know they will invest in growing the business, bring innovations to the market and use their strong relationships and expertise to distinguish us among both the suppliers and customers we serve,” said James P. Myerson, Wine Warehouse Chairman and CEO.

The transaction is expected to close this spring and is subject to usual and customary closing conditions. BI

Flow Beverage Corp., Toronto, announced that Flow has activated an eight-week distribution program with Costco, whereby Flow Alkaline Spring Water will be located in central store pallets across 48 new Costco locations in Eastern Canada. Activation began Jan. 2, and brings total Costco locations carrying Flow products to 63 in Canada. Flow products also are available for purchase at Costco online.

Drink Monday, San Diego, appointed Ken Young as CEO. He joins a strong executive leadership team built to embrace the burgeoning no-and-low alcohol category, the company says. Looking ahead, the team plans to launch a new round of fundraising in the coming months in which they will be seeking $3 million to fund overall company growth and expansion plans.

Drizly, Boisson team up to add non-alcohol retailer to platform

Boisson, New York, announced its availability on beverage alcohol eCommerce shop Drizly to deliver elevated non-alcohol (NA) beverages to consumers throughout the nation, it says.

Provi, Chicago, and Johnson Brothers, St. Paul, Minn., announced an expanded partnership to increase marketplace access for on- and off-premise customers in select new markets. The launch will offer retailers in Nevada, Wisconsin and Florida a new way to discover and shop Johnson Brothers’ robust portfolio and interact with sales consultants. The companies currently partner in key East Coast markets, such as New York, New Jersey, North Carolina and Rhode Island. With this expanded collaboration, more trade customers will have access to Johnson Brothers’ current portfolio, up-to-date inventory, and real-time product discounts through Provi’s marketplace.

Through this collaboration, consumers across the United States now can shop Boisson’s wide range of NA beverages on the Drizly app or web experience. Boisson’s catalog of more than 125 NA brands are available for Drizly’s on-demand delivery in the New York City, Los Angeles and San Francisco markets. In addition, through Drizly’s shipping services in 28 states, consumers can access Boisson’s selection of NA products for delivery in two to five days.

“We are thrilled to team up with Drizly and provide consumers with a convenient option to enjoy their favorite zero-proof beverages at home,” said Boisson Co-Founder and CEO Nick Bodkins in a statement. “The demand for elevated non-alcoholic options is continuing to grow rapidly and we are looking forward to making it as seamless as possible for customers to access our expansive selection of beers, spirits, wines, aperitifs and more.”

Launched in 2021 in New York City by co-founders Bodkins and Barrie Arnold, Boisson was born with the mission of providing non-alcohol spirits to consumers in a welcoming, judgment-free zone that sparks curiosity, the company says. Since then, Boisson has expanded its retail footprint to six stores in New York City, three in Los Angeles and one in San Francisco.

Boisson’s catalog of non-alcohol beverages now can be ordered online at Drizly.com or via the Drizly app for shipping services or on-demand delivery in the New York City, Los Angeles and San Francisco regions. BI

Campari America, New York, announced two leadership changes for managing directors Ugo Fiorenzo and Melanie Batchelor effective Jan. 2, that will carry the organization into the new year. Following a successful seven-year tenure as managing director for the United States, Fiorenzo now takes on the new title of managing director for the United States and Canada. Fiorenzo’s scope will now extend to the Canadian market, where he will be responsible for leading growth and delivering at high levels for the company. This appointment comes in conjunction with another significant leadership evolution for Batchelor, who, after three years in her role as managing director for Canada, will be appointed managing director of sales and RARE for Campari America. In this expanded role, Batchelor will report to Fiorenzo where she will be responsible for the design and execution of all commercial strategies for the U.S. market, as well as leading the relationship with commercial partners and stakeholders. She also will oversee the recently launched RARE division, which aims to unlock and accelerate the growth of a select range of super-premium and above alcohol brands.

The Distilled Spirits Council of the United States (DISCUS), Washington, D.C., announced the appointment of Denzel McGuire as chief of federal and state government relations. In this new position, Denzel will be responsible for the overall strategic direction of DISCUS’ legislative agenda. She will be charged with overseeing government relations activities at both the state and federal levels and developing comprehensive strategies to reduce excessive regulatory and legislative burdens impacting the distilled spirits industry and spirits consumers.