Treasury and Breakthru Expand Partnership

Treasury Wine Estates and Breakthru Beverage Group have announced a significant expansion of their relationship in the United States.

As a result of this expansion, BBG will represent Treasury’s award-winning portfolio of wines in 12 U.S. markets adding Florida, South Carolina, Minnesota, Illinois and Colorado to its ongoing representation in Pennsylvania, Delaware, Maryland, the District of Columbia, Virginia, Arizona and Wisconsin.

This change to TWE’s U.S. route to market strategy was reported yesterday in TWE’s FY18 interim earnings release.

“We are extremely proud of the trust and confidence TWE has placed in Breakthru as they position themselves for long-term growth,” noted Greg Baird, Breakthru Beverage Group President and CEO. “Alignment with TWE across our footprint is attributable to the strong work of our market teams and the successes they’ve had with the TWE portfolio.”

TWE is one of the most respected global wine producers. The company boasts many of the highly regarded wine brands in the world, including Penfolds, Sterling, 19 Crimes, Beaulieu Vineyard, Beringer and others. These brands will be a significant enhancement to Breakthru’s fine wine expertise in many markets.

“Prioritization, training, sales capabilities and expertise are all critically important to us in considering the right route to market approach,” explained TWE President – Americas, Robert Foye. “Breakthru understands our focus and is positioned to be a very strong partner for our U.S. efforts.”

Leave a Reply

Your email address will not be published. Required fields are marked *