Samson & Surrey Announces Alignment with Breakthru

Craft spirits specialist Samson & Surrey (S&S) is pleased to announce a new national alignment with wholesale beverage distributor Breakthru Beverage Group.

Formed last year, Samson & Surrey develops relationships with high potential craft brands and provides them with expertise and resources to grow into successful national and international players. The S&S portfolio of unique premium craft brands already includes FEW American Whiskies and Gin, Bluecoat Gin, Brenne French Single Malt and Widow Jane Bourbon and Rye.

In addition to decades of international spirits industry experience that S&S founders Robert Furniss-Roe and Juan Rovira bring to their partners, through its agreement with Breakthru, S&S will also offer to their brands Breakthru’s breadth of sales, marketing and route to market experience.

“Partnering with Breakthru will give our brands the best of both worlds – the passion, knowledge and attention needed for incubation combined with the infrastructure, support and capabilities required for growth and expansion,” S&S CEO Robert Furniss-Roe remarked on the alignment. “Throughout my career, I have deeply valued the importance of having a true long term partnership with distributors who can truly add value across the board, and we are very much looking forward to a successful relationship with Breakthru.”

“In a rapidly changing spirits market landscape, we look for strategic partners able to skate to where the puck is going. Breakthru’s experience, innovation, investment and dedicated infrastructure to craft brands will be instrumental to thoughtfully grow our portfolio of brands while maintaining their one-of- a-kind profile,” added S&S COO Juan Rovira.

“The emerging spirits marketplace is a growing priority for our company as the segment rapidly expands. While emerging spirits brands continue to gain mainstream attention, we believe they require focused representation,” said Greg Baird, Breakthru Beverage Group CEO & President. He added, “Breakthru has a comprehensive, aligned strategy across all our markets to incubate and foster the growth of these special brands, and we look forward to working closely with the team at Samson & Surrey to help their brands flourish.”


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