Banfi Transitioning To Breakthru In California

Banfi is the latest supplier to move to the Breakthru Beverage Group portfolio in California. The move expands a relationship that already includes full portfolio representation in Nevada, Pennsylvania, and Wisconsin and spans 12 other key markets across the U.S. The transition is expected to be fully complete by September 1.

In addition to Banfi, Breakthru has recently added Riboli Family Wines, Concha y Toro, O’Neill Vintners & Distillers, and Wilson Daniels to its California portfolio, growing its range as fellow wholesale giant RNDC has opted to leave the California market at the end of summer. Prior to those additions, Breakthru’s California revenues were projected at just under $500 million for this year, out of national revenues of $8.5 billion.

Banfi’s national volume has been above 600,000 cases in recent years, led by brands like Chile’s Natura, Washington’s Pacific Rim, and Italy’s Banfi Chianti, which combine for above 300,000 cases. This year, Banfi has added Brother’s Bond Bourbon, Boatyard Double Gin, and Alexander Valley Vineyards to its range on an agency basis.

“California is a cornerstone market for our business, and we’re thrilled to extend our partnership with Breakthru into this critical region,” said Jennifer Engel, Banfi’s chief commercial & strategy officer. “Our work together in 15 other markets has laid a strong foundation, and we’re confident this next chapter will unlock new opportunities and further elevate our portfolio’s presence.”—Daniel Marsteller

Tagged : Alexander Valley Vineyards, Banfi, Boatyard Double Gin, Brother's Bond, Natura, Pacific Rim

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