Diageo will distribute its brands in Canada through the Wirtz brokerage

Diageo will distribute its brands in Canada through the Wirtz brokerage

US distributor Wirtz Beverage has officially launched its Canadian unit as takes control of Diageo brands in the country.

Wirtz said this week the new brokerage, first announced in March, is a “milestone” for the company that will “bring a new model to the Canadian beverage industry”. About 100 Canadian employees have been hired, including five appointments to the unit's leadership team.

As of 2 July, Wirtz is the exclusive national broker for Diageo's beer, wine, spirits and RTD brands in Canada. Diageo previously had its own direct sales team in the country, but has switched to a broker model with the Wirtz agreement. 

The division will be led by John Donohue, senior VP Wirtz Beverage Canada. 

“We’ve spent a number of months building the team, establishing relationships with our customers and aligning priorities with Diageo,” Burzynski said. “By combining our sales execution expertise with the knowledge of our new team, we are extremely excited about the future and the many opportunities that lie ahead.”