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Breakthru Appoints Veteran Executives To New Roles

August 5, 2020

Breakthru Beverage has named two of its top executives to new roles within the group. Lloyd Sobel, previously COO, will now become chief commercial officer. Maggie Lapcewich, previously executive vice president of corporate strategy and communications, has been appointed chief growth officer. Both will report to Breakthru CEO Greg Baird.

Breakthru says the moves will serve to sharpen its focus on crucial areas amid the evolving business landscape, including its “digital roadmap.” In her expanded role, Lapcewich will lead Breakthru’s digital and e-commerce initiatives and strategy, in close collaboration with chief information officer Joe Bruhin. She will also continue to drive corporate strategy. Sobel will have oversight for the bulk of North American sales and supplier development activities as well as responsibility for national accounts, government, and regulatory affairs and customer care functions. The third-largest wine and spirits wholesaler in the U.S., Breakthru had revenues of $5.5 billion last year, according to Shanken’s Impact Newsletter.—Daniel Marsteller

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