The Move Builds on Existing Relationship in 12 States
June 8, 2025 — Breakthru Beverage Group, one of the United States’ leading beverage distributors and the largest broker in Canada, representing a portfolio of premier wine, spirits, beer and non-alcoholic brands, and Stoli Group USA today announce a new strategic distribution partnership in California. This is the 13th state where Breakthru represents Stoli’s wine and spirits portfolio. This move builds on that momentum by bringing together Stoli’s iconic portfolio and Breakthru’s brand-building capabilities in one of the country’s top markets.
“California is a critical market for our continued growth, and we sought a partner with the scale, route-to-market strategy, and strategic mindset to match our ambitions,” said Michael Howard, President North America at Stoli Group. “Breakthru has proven their ability to deliver in the other markets where we partner, and we’re confident their investment in the California market and their collaborative approach will unlock new opportunities for the Stoli portfolio across the state.”
Stoli cited Breakthru’s best-in-class understanding of consumer needs and proven track record of brand-building initiatives that drive performance for the portfolio, including its eponymous vodkas and ultra-premium spirits and wine brands such as Elit Vodka, Kentucky Owl & Wiseman Whiskey, Cenote Tequila and Achaval Ferrer Wines, as key factors in the expansion. The distributor will leverage its extensive network, operational and analytical capabilities, expert team, and deep understanding of Stoli’s business to connect their brands with consumers across the market.
“We’re thrilled to expand our partnership with Stoli Group USA and represent their portfolio in the dynamic and opportunity-rich California market,” said Amanda Hale, Senior Vice President, Supplier Business Development at Breakthru. “Stoli shares our confidence in the growth potential of these iconic brands, and we are excited to bring our deep expertise, robust operational infrastructure, and advanced data and analytics to connect with consumers across the state. Since entering California two years ago, we’ve made bold, strategic investments that strengthen our ability to serve partners, and we’re eager to put those capabilities to work in support of Stoli’s continued success.”
About Breakthru Beverage Group
Breakthru Beverage Group is one of the leading beverage wholesalers in the United States and the largest broker in Canada, representing a portfolio of premier spirits, wine, beer, and non-alcoholic brands. Breakthru is family-owned and operates in 16 markets with more than $8.6 billion in annual sales and a team of nearly 10,000 dedicated associates. The company delivers world-renowned beverage brands to the doorsteps of North America’s retail, convenience, bar, and restaurant businesses, and has been named a “U.S. Best Managed Company” for four years in a row. For more information, visit www.BreakthruBev.com.
About Stoli Group USA
Stoli® Group was established in 2013 and is responsible for the production, management, and distribution of SPI’s global spirits portfolio. Mainly known for the Stoli® Vodka brand, Stoli Group has expanded its portfolio in recent years to appeal to premium on-premise and more sophisticated global consumers. Signature brands are: Stoli® Vodka, Elit™ Vodka, Bayou® Rum, Kentucky Owl®, Villa One™, Gator Bite™ Rum Liqueurs, Cenote™ Tequila, and Se Busca™ Mezcal. With a presence across a network of more than 176 markets, Stoli Group works with a passionate team of 200 distributors around the world. Headquartered in Luxembourg, Stoli has production facilities in Spain, Italy, Argentina, and the United States some of which are steeped in history dating back to the early part of the last century. For more information, visit stoli-group.com.