News Alert: Rocky Wirtz, Middle Tier Giant, Dies At 70
July 25, 2023Breakthru co-chairman was a third-generation leader in the drinks business
Rocky Wirtz, co-chairman of Breakthru Beverage and a legend of the drinks industry, has passed away at age 70. In addition to leading Breakthru, the third-largest wholesaler of spirits and wine in the U.S. with projected 2023 revenues of $8.2 billion, along with co-chairman Charles Merinoff, Wirtz was owner of the Chicago Blackhawks hockey team among other diverse business interests as head of his family’s Wirtz Corporation.
Rocky passed away today at NorthShore Evanston Hospital following a brief illness, Breakthru confirmed. He was surrounded by his wife Marilyn and his children Danny, Hillary, Kendall, and Elizabeth.
“Our hearts are very heavy today,” said son Danny Wirtz, who serves as vice chairman of Breakthru. “Our dad was a passionate businessman committed to making Chicago a great place to live, work and visit, but his true love was for his family and close friends. He was a loving father, a devoted husband to Marilyn, a brother, a nephew, an uncle and a doting grandfather to his six remarkable grandchildren. His passing leaves a huge hole in the hearts of many and we will miss him terribly.”
“Rocky Wirtz was a man of great stature and one of the true leaders of the wine and spirits industry,” said Marvin R. Shanken, chairman of M. Shanken Communications, Inc. “We will all miss him dearly.”
“Rocky was an inspiring leader and mentor to me from the moment I arrived at Breakthru,” said Breakthru CEO Tom Bené. “Throughout our time together, I sought his advice often and was always amazed at his insights and acumen. Even more importantly, I marveled at the respect he always showed everyone he came in contact with – he was a decent, values-driven and family-led man as well as a titan of industry. I am honored to have known him and am a better leader and person for it.”
“Rocky was much more than a colleague, he was a valued and cherished friend,” added Charles Merinoff, co-chairman of Breakthru. “He had the remarkable ability to light up a room with his smile, his laugh and his wit. Whether as competitors or partners, I always had the utmost respect for Rocky and admired the grace and integrity in which he conducted himself. His loss will be felt throughout our business and I will miss my friend dearly.”
Born October 5, 1952 in Chicago, Wirtz grew up in the drinks business. His grandfather Arthur Wirtz founded Wirtz Beverage in 1945 after acquiring wholesaler Judge & Dolph. The company prospered over the decades, with Rocky ascending to lead the business in 1980. Under Rocky, Wirtz Beverage emerged as a national leader in drinks distribution, building a footprint that included Illinois, Wisconsin, Minnesota, Nevada, Missouri, Iowa, and Canada.
In 2016, Rocky became one of the principal founders of Breakthru, as Wirtz Beverage joined forces with Charmer Sunbelt to form the third-largest distributor in the U.S. The following year, Breakthru pursued a merger with Republic National Distributing Co. (RNDC), but it was held up by the FTC and eventually the two companies agreed to remain separate. Breakthru is now present across 16 states, most recently entering California this year with the acquisition of Wine Warehouse.
Rocky was also chairman of Wirtz Corporation, one of the largest privately-held and family-owned companies in the United States, ascending to lead the company upon his father Bill’s death in 2007. The corporation includes an array of businesses including Wirtz Realty, Wirtz Insurance, The Chicago Blackhawks hockey team and banking operations in Illinois and Florida. He was also the co-chairman of the executive committee of the United Center and co-owner of the facility, home of the Chicago Blackhawks and the Chicago Bulls.
Rocky was a dedicated philanthropist, organizing donations through the Chicago Blackhawks Foundation to dozens of organizations focusing on youth programs, health and wellness, education and housing. He also established the Virginia Wadsworth Wirtz Endowment for Visiting Artists at his alma mater, Northwestern University in honor of his grandmother.—Daniel Marsteller
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