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Breakthru Beverage Group Founder Passes Away

By August 1, 2023Top News, VIPs

Rocky Wirtz, Principal Founder and Co-chairman of Breakthru Beverage Group, the largest wholesaler in the U.S. and a third generation of the beverage industry’s Wirtz family, passed away at age 70 after a brief illness on July 25. In addition to leading Breakthru, along with Co-chairman Charles Merinoff, Wirtz owned the Chicago Blackhawks and served as Chairman of Wirtz Corporation, one of the largest privately held and family-owned companies in the U.S. Connecticut Distributors, Inc., is part of Breakthru Beverage Group. Breakthru was formed in October 2015 following the merger of family-owned firms Wirtz Beverage Group and Charmer Sunbelt Group. Wirtz was also a former chairman of trade body the Wine & Spirits Wholesalers of America (WSWA), among a long list of trade and community involvement. WSWA said Wirtz “leaves behind a vast legacy of generosity and philanthropy.”




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