Danny Wirtz, Co-Chairman of Breakthru Beverage Group, discusses how brands are rethinking national agreements and what success looks like when performance, not footprint, are the primary concern for suppliers' route-to-market strategy. Themes from the episode:

How did Breakthru shift strategy after a planned merger with Republic National Distributing Company was terminated in 2019?
What does geographic expansion look like in the current market? What is driving decisions about footprint?
Are suppliers deprioritizing a national footprint? Are there still benefits from those national partnerships?
How is the push from beer wholesalers and Reyes Beverage Group changing the strategies of wine and spirits wholesalers?
What are Danny's thoughts, as CEO of the Chicago Blackhawks, about the boost his sport has received from the international phenomenon Heated Rivalry?

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Breakthru's Danny Wirtz on suppliers' shift to a "best athlete" strategy