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Reyes Names Former Breakthru Exec To Lead Spirits Strategy

January 13, 2023

Beer distribution giant Reyes continues to bolster its operations in the spirits category. The company has appointed Kyle Dean as market president, spirits, effective January 17. Dean joins Reyes from Breakthru Beverage Nevada, where he served as executive vice president for the beer, wine, and spirits division. Based in Southern California, Dean “will lead our overall spirits strategy for the business and partner with key suppliers to build our spirits portfolio,” wrote Reyes Beer Division CEO Tom Day in an internal announcement yesterday.

Dean’s appointment follows the news earlier this month that Reyes will be taking over distribution for Sazerac, the second-largest spirits player in the U.S. by volume, in California, Hawaii, and parts of Texas. It’s also part of a wider movement among beer distributors to add spirits to their portfolios as beer continues to cede share to the spirits category. Reyes said of the Sazerac alliance, “This is a natural next step for us as we have made significant investments to transform our business into a total bev-alc distributor.”—Daniel Marsteller

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