Breakthru Beverage Group Appoints New EVP, Canada

Darcy Traer

Breakthru Beverage Group has announced the appointment of Darcy Traer to Executive Vice President, Breakthru Beverage Canada.

The move is effective January 1, 2021.

In this role, Traer becomes responsible for leading all aspects of the company’s Canadian beverage alcohol business operations, including the market commercial sales activities and growth strategies for its supplier and provincial board partners. 

“Darcy’s wealth of experience in the Canadian market, his deep relationships with the provincial boards and his track record of success for our partners made him the right choice for this leadership role,” says E. Lloyd Sobel, Breakthru Beverage Group Chief Commercial Officer. “Over the years, he has continued to drive our business forward while supporting his colleagues and helping to foster a culture of inclusion. We look forward to continuing to invest in and grow our Canadian business.” 

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Traer, who previously served as Vice President of Sales for Breakthru Canada, succeeds Julian Burzynski, who was recently appointed to lead Breakthru’s East U.S. Region.

Previously, Traer spent 10 years with Diageo Canada in various leadership roles, including serving as Commercial Director on Diageo Canada’s Executive team, where he oversaw the company’s Canadian commercial agenda. 

With Breakthru Canada, Traer will lead strategic development initiatives to position the company for sustainable, long-term growth, the company says, as well as foster a “vibrant and socially conscious culture” among the company’s associates. 

He will report directly to Breakthru’s Chief Commercial Officer E. Lloyd Sobel. Traer will be based out of the company’s Toronto office. 

“I’m thrilled for the opportunity to lead our Canadian team, and have full confidence in Breakthru’s long-term strategic vision that has our company well positioned to flourish in this market,” says Traer. “I look forward to growing my relationships with our supplier and provincial partners, as we work to ensure our mutual success serving the market in Canada.” 

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