A team specializing in education, specialized services for the growing segment.

Daren Cliff

(March 8, 2021, New York, NY), Breakthru Beverage Group, a leading North American beverage distributor operating in the United States and Canada, today announced the launch of Aspect, a unified and holistic portfolio solution for the rapidly growing fine wine industry. Aspect will take an enhanced marketing approach, focusing on education, customer segmentation, data and knowledge to better serve Breakthru’s suppliers and customers.

Wine has long been Brechtru’s area of expertise, and with the introduction of Aspect we want to make an even bigger impact in this area. Fine wines have gained incredible energy in recent years, and with a more specialized approach to our portfolio, we are able to provide a more in-depth and consultative service to our customers and brand partners, says Greg Baird, President and CEO of Breakthru Beverage Group. We have always prided ourselves on our flexibility and ability to respond to client needs to manage our investments, and Aspect is the result of this mindset. We have successfully applied this focused approach to our Trident and Yamaha portfolios and are confident that Aspect will meet and exceed client needs in serving the modern consumer.

Aspect – a name derived from the angle from which the vineyard was planted and the role it plays in producing quality wine – will offer customers the same passion, in-depth training and product knowledge as a specialty distributor, while leveraging Breakthru’s business technology, logistics and operational capabilities. To meet brand development expectations, the Aspect team must support advanced accreditations with regular training and education and work closely with clients to engage and educate staff, organize supportive events and drive engagement.

Our data shows that the trend towards premium wines is increasing due to the premiumization of consumers, indicating increased interest both at the retail level and in the local market. In fact, our growth in the fine wine segment last year exceeded the increased growth of the segment as a whole, and we plan to significantly expand our fine wine business, Baird added.

Oversees Breakthru’s Fine Wine Aspect strategy as Senior Director – Daren Cliff. Cliff, a certified wine specialist and 20-year wine market veteran, joins Breakthru from the Young’s Market Company, where he was Vice President of Portfolio Management for the Estates Group.

Today’s consumers are better informed about wine types and profiles and demand more variety and quality. Aspect will provide concierge level service to help our clients create wine programs that meet this demand, says Daren Cliff, Senior Portfolio Manager of Aspect Brektru. The excitement and energy surrounding the launch of Aspect Breikru is unprecedented. I am confident that Aspect Breakthru will take Catapult to the next level and we will be recognized as the leading distributor of fine wines in the country.

About Breakthru Beverage Group

Breakthru Beverage Group is one of the largest alcohol wholesalers in the United States and the largest broker in Canada, representing a full portfolio of spirits, liquor, wine and beer. Breakthru is committed to diversity, equality and inclusion and supports a variety of well-known organizations and local philanthropic initiatives in its North American offices.  In all markets, Breakthru offers a flexible and insightful approach to sales, marketing and operations. The family business is actively involved in the economy and aims to be a guardian of heritage and a master of innovation. For more information, see www.BreakthruBev.com.

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