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News Alert: Breakthru To Acquire Missouri Wholesaler Major Brands

January 6, 2022

Breakthru Beverage Group has announced an agreement to acquire Missouri wholesaler Major Brands for an undisclosed sum. Major Brands has annual revenues estimated at above $400 million. The company distributes wine, spirits, beer and non-alcoholic beverages, has a workforce of 600 people, and serves more than 9,000 retail customers.

“This is a tremendous opportunity for Breakthru to further solidify our standing in the Midwest. We have an ambitious growth agenda, and this move marks another step forward as we continue to seek opportunities across North America,” said Tom Bené, Breakthru’s president and CEO. Breakthru, the nation’s third-largest wholesaler of spirits and wine, had estimated 2021 revenues of $6.1 billion, according to Shanken’s Impact Newsletter.

“Breakthru’s acquisition of Major Brands now gives one of Missouri’s largest wholesale premium beverage alcohol distributors the added resources and capabilities of Breakthru’s outstanding team. It will strengthen our position in the industry, while maintaining our values and commitment to community and culture,” said Major Brands CEO Sue McCollum.

The two companies added that it will be “business as usual at Major Brands,” with the transaction expected to close this spring, subject to the usual and customary closing conditions.

Breakthru’s co-owners the Wirtz family took a controlling stake in Major in 2020. Now the distributor is coming fully into the Breakthru fold.—Daniel Marsteller

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