Res Publica Group undertook a comprehensive program to define a new visual and brand identity that would resonate with national and international audiences. However, the transformation from Wirtz Beverage into Breakthru Beverage Group entailed much more than a name change.
The Breakthru Beverage Group story begins with the Wirtz family and Illinois’ largest beer, wine and spirits distribution network. Our team has seen them through a series of mergers since 2008, however in 2015, the company announced it would join with the Charmer Sunbelt Group in a $6 billion merger.

During this time, the beverage industry was being disrupted both by several billion-dollar mergers and corporations fighting to preserve their legacies. Not only was Res Publica Group charged with developing a communications strategy, but also crafting a new, proprietary name, designing a unique visual identity and international reputation for the Breakthru brand. With thousands of brands established in the industry, our task was more complex than picking a name and color scheme.

Part of the strategy included planning for legal or business challenges. Within weeks, a large client dropped the new brand. Rather than react impulsively, our protocols enabled us to to protect the new brand from a negative media cycle and potentially costly business impacts. Today, the story of Breakthru Beverage Group is one of growth and innovation.