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News Alert: Breakthru Names Lloyd Sobel COO

May 1, 2017

Breakthru Beverage has named Lloyd Sobel as chief operating officer (COO), a new position within the company. Sobel was CEO of Empire Merchants before joining Breakthru as executive vice president, commercial development last fall.

In his new role, Sobel will oversee North American sales, commercial, national accounts and business services leadership roles, functions and teams, reporting directly to Breakthru president and CEO Greg Baird.

Reporting to Sobel are Bob Catalani, newly appointed president of Breakthru’s South Region, West Region president Joe Marotta, Midwest Region president David Lockie, East Region president Kevin Dunn, and in the new role of Canada Region president, Julian Burzynski. Also reporting to Sobel are Kevin Roberts, EVP Supplier Relations, and EVP of Commercial Excellence Brian Albenze, who is assuming additional responsibilities, including national accounts and business services.

Sobel originally joined Breakthru last November, less than two months after he was fired as CEO of Empire Merchants following accusations that he received as much as $5 million in under-the-table payments from Empire co-owner Charlie Merinoff. Those allegations came as part of Empire’s lawsuitalleging that Breakthru subsidiary Reliable Churchill was involved in an interstate smuggling scheme. The lawsuit was dismissed in March.

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