Breakthru Beverage Appoints New VPs

PJ Horgan

Breakthru Beverage Group today announced the appointment of PJ Horgan as Executive Vice President of Breakthru Beverage Delaware, and Bob Trostel as Vice President State Industry Relations. 

In his role, Horgan will succeed Trostel and assume responsibility for leading all aspects of the organization’s Delaware business performance, including sales, operations, distribution and growth strategies in support of suppliers and customers. 


Trostel will pivot to work exclusively on advocating state issues, social responsibility and the three-tier system with state government and key industry associations. 

“PJ is a proven leader with a strong performance track record across beverage alcohol categories, a wealth of supplier and wholesaler leadership experience, and an unwavering commitment to mutual success with suppliers and partners,” says Kevin Dunn, President East U.S. Region, Breakthru Beverage Group. “PJ will build on the many successes and strong leadership legacy of Bob Trostel who will pivot to an essential role engaging with Governmental leaders, associations and the communities where we live and work.” 

Horgan is a 32-year industry veteran with a track record of strong partner relationships and operational excellence, the company says. In his most recent role as EVP Breakthru Beverage Pennsylvania, he managed through the unprecedented closures, and eventual reopening, of the PLCB stores.  


Since joining Charmer Sunbelt / Breakthru in 2007 as VP of Business Development Brown Forman, Horgan has earned performance rewards and recognitions. He served in a Brown Forman-focused leadership role for six years before shifting to lead the PA market the past seven years.

He began his career in the Los Angeles chain division of the E&J Gallo Winery, as part of the organization’s management development program. He grew in various positions in California, New England and New York. Just prior to joining BBG in 2007, PJ spent seven years with Fosters (eventually part of Treasury Wine Estates) where he served as the VP Northeast Sales, overseeing more than a quarter of the company’s U.S. revenue. 

In his new role, Trostel will work closely with Jennifer Zenker, Breakthru’s SVP of Governmental & Regulatory Affairs, and will focus on strategic policy and legislative matters impacting Breakthru Beverage Delaware. In doing so, Trostel will continue to advance the company’s partnerships with the Delaware Alcohol Beverage Wholesalers Association, the Wine & Spirit Wholesalers of America, National Beer Wholesalers Association and the Brewers Association.

Additionally, Trostel will assist with Breakthru Beverage Delaware’s social responsibility efforts and will support the many local charities and community organizations with whom Breakthru Beverage Delaware has built relationships.


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