The TV series “Halt and Catch Fire” offered a dramatized take on the impact of the creation of the personal computer market in the 1980s as well as the initial days of the World Wide Web in the ‘90s. In an interview upon the shows completion with USA Today in 2017, co-creator Christopher C. Rogers is quoted for saying: “One of the show’s themes is about reinvention ― that tech is about failing fast and changing quickly. That felt like it gave us license to do that.” 

In today’s beverage market, change in consumer preferences also is happening quickly, resulting in brands and distributors reinventing portfolios and go-to-market approaches. Leading North American beverage wholesaler Breakthru Beverage Group recognizes these changes and the impact they’ve had on the U.S. alcohol market.