Breakthru Beverage Group, New York, announced they have a signed agreement to purchase Missouri-based Major Brands, further expanding the company’s North American footprint. Once the deal is completed, which is expected this spring, Major Brands will join the Breakthru Beverage family and begin to deploy the company’s extensive suite of capabilities to help suppliers and customers better reach their target consumers and drive results. The move reflects Breakthru’s ambition to grow the company’s North American footprint and scale its capabilities and business model.

 

 

Under the leadership of new CEO Bené, Breakthru aims to strengthen its position in current markets while seeking organic and inorganic geographic growth opportunities and new business ventures to expand beyond their Total Beverage Alcohol portfolio of wines, spirits, beer and emerging beverages. The family-led business remains committed to being the best, most forward-thinking partner and easiest distributor to work with in the industry, it says.

 

“Major Brands always has been about its people and the relationships we have built with our customers, suppliers and the communities we have served. We have aggressively defended the responsibilities with which the state has entrusted us. Breakthru’s acquisition of Major Brands now gives one of Missouri’s largest wholesale premium beverage alcohol distributors the added resources and capabilities of Breakthru’s outstanding team. It will strengthen our position in the industry, while maintaining our values and commitment to community and culture,” said Sue McCollum, Major Brands CEO.

 

Breakthru intends to expand its customer and consumer-focused strategies all with the goal of strengthening its position as the distributor of choice, it states. It will remain business as usual at Major Brands, with the transaction expected to close this spring, subject to usual and customary closing conditions.