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Breakthru Beverage Links With Online Trade Platform SevenFifty Nationwide

February 28, 2017

Breakthru Beverage, the third-largest spirits and wine wholesaler in the United States has signed a new national deal with online beverage alcohol trade platform SevenFifty. Under the agreement, Breakthru will publish its entire portfolio on the SevenFifty platform. This allows on- and off-premise operators to view wholesale pricing, availability and detailed product information in all of its markets. SevenFifty will also streamline Breakthru’s ordering process by further connecting the distributor’s sales representatives and customers through its online order management platform.

Brian Albenze, executive vice president of commercial at Breakthru, said the accord will “provide our customers with greater online access” to the Breakthru portfolio, adding, “Innovation is key to our efforts to lead the industry with a salesforce known for being smart, efficient and nimble.”

SevenFifty was created to better connect wholesalers and their retail and on-premise customers by allowing retail and restaurant buyers to search and view all the products available in a given market in one place and facilitate an easier ordering process. SevenFifty’s presence has rapidly grown across the wholesale tier, with more than 800 wine, spirits and beer distributors publishing their portfolios on the platform, and more than 40,000 on- and off-premise buyers using it across 35 states.

“SevenFifty provides an invaluable resource to our regional and store buyers to keep them connected to what is available in every market. I’m happy to see that the Breakthru portfolio will now be visible to our buyers on SevenFifty,” said Devon Broglie, global beverage buyer at Whole Foods Market.

Breakthru, formed last year by the merger of Wirtz Beverage and Charmer Sunbelt, has a roughly 10% share of the U.S. wholesale market for wine and spirits. Operating across 15 states, the company had estimated revenues of $5.2 billion last year, according to Shanken’s Impact Newsletter. —Daniel Marsteller

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