Beverage News

Wirtz Beverage named exclusive broker for Diageo in Canada

New entity Wirtz Beverage Canada will feature dedicated sales team for Diageo brands

London-based Diageo has signed an agreement with Chicago-based distributor Wirtz Beverage Group, a division of Wirtz Corp., making it the exclusive national broker for Diageo’s beer, wine, spirits and ready-to-drink (RTD) brands in Canada.

As a result of the new arrangement, Diageo’s brands in Canada will be represented by a dedicated sales force within the new brokerage entity, Wirtz Beverage Canada. This means that many of the current Diageo salespeople are expected to transition into roles within Wirtz Beverage Canada, it says.

Julian Burzynski, executive vice president of Wirtz Beverage, will lead Wirtz Beverage Canada. Jakob Ripshtein has been appointed president of Diageo Canada, replacing Maggie Lapcewich. Under Ripshtein’s leadership, Diageo Canada will continue to directly manage all other aspects of its business in addition to working with the dedicated sales force within the broker.

“This arrangement with Wirtz Beverage provides us with the best of both worlds — a broker that understands our business and a dedicated Canadian sales force that knows our brands and the Canada market,” said Larry Schwartz, president of Diageo North America, in a statement. “I strongly believe that this is the right move for Diageo Canada. As a business, we must continually adapt to the market, which is why improving our route to [the] consumer has been a priority for our company. We have seen the benefits of this model in other parts of the world and can see how it will make Canada a more agile and efficient business allowing us to further invest in Diageo and our brands.”

Wirtz Beverage Group President Rocky Wirtz added: “Diageo and Wirtz Beverage have a long history of proven results, and we are eager to build on that success. We will leverage our commercial sales expertise with training and development programs, market analytics, and technology tools to support the Diageo brands across Canada, and we look forward to working closely with the country’s liquor boards.”

The new brokerage agreement as well as Ripshtein’s new role within Diageo Canada will commence July 1.

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Top Beverage Flavors of 2014

Traditional flavors make up a large portion of beverage-makers’ selections, but tropical and exotic ones aren’t trailing too far behind. That’s according to research by BNP Media’s Market Research Division for Beverage Industry’s 2014 Product Development Outlook survey. Also see what's anticipated for top-selling flavors of 2015.

Click here to view the infographic in PDF format.

2/18/15 2:00 pm EST

A Healthy Future: Analyzing the latest health and wellness trends in the beverage market

The beverage marketplace continues to evolve to meet new trends and regulations. Our expert speakers will share with you their insight on what health and wellness topics will be paramount for the future success in the beverage industry.

Podcasts

Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI February 2015 cover

2015 February

The February 2015 Beverage Industry includes a cover story on Bai Brands, as well as articles about calorie moderation, sparkling and premium wines, and more. Check it out today!

Table Of Contents Subscribe

Wine Trends

Which trend will have the most positive impact on the wine category in 2015?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!