Breakthru Beverage Group, New York, and Provi, Chicago, announced a three-year extension of their original partnership agreement. 

“We’re excited to continue this partnership, which provides our customers with 24/7 access to our portfolio of the best and most innovative brands in the world across wine, spirits, beer, and emerging beverages,” said Michael Boswell, vice president of digital and eCommerce at Breakthru, in a statement. “As part of our commitment to being the easiest distributor to work with, we are enabling an end-to-end digital ecosystem that pairs Provi with our proprietary B2B eCommerce platform, BREAKTHRU NOW. All of this helps bring our suppliers and customers closer to the end consumer.”   

Breakthru has continued to enhance and expand its capabilities by staying calibrated to the end consumer, aggressively leading a smart and effective ambition to advance the company in a consumer-focused, digital world. The Provi partnership is a reflection of the company’s efforts to meet customers where they are and seamlessly offer diverse and highly relevant brands to consumers. Provi provides Breakthru a transactional digital ordering solution, which enables customers to order products from Breakthru, as well as other wholesalers, through a single ordering marketplace, the company says.

“We are thrilled to extend our relationship with everyone on the Breakthru team as we strive towards our shared vision of delivering a best-in-class experience for both the distributor and retail tiers of the beverage alcohol industry,” said Max Lowenbaum, senior vice president of sales for Provi. “Breakthru has a long-standing commitment to being a future-focused leader in the industry, and it is a pleasure to work alongside them to provide a more seamless and efficient ordering experience between their sales reps and customers.” 

 Provi’s online marketplace streamlines the beverage ordering process between retailers and distributors through its robust communication system. Through the partnership, Provi provides all Breakthru sales representatives with a digital marketplace for selling to and communicating with their customers, helping bridge the divide between on and offline sales and keeping Breakthru’s portfolio top of mind when customers are ordering, it notes.