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Q Drinks, Breakthru Beverage Group form partnership

Published 27 September 2016

Carbonated mixers maker Q Drinks has entered into a national partnership with Breakthru Beverage Group.

The partnership gives Q Drinks the same powerful level of distribution and promotion channels in liquor stores, bars, restaurants, and hotels as those enjoyed by top spirits brands.

The agreement also reflects the premiumization of cocktail culture nationwide where top accounts and their customers are demanding superior carbonated mixers crafted for the premium spirits that currently dominate industry growth.

Q Drinks founder and CEO Jordan Silbert said: "A typical mixed drink is two-thirds mixer. And only carefully crafted carbonated mixers can showcase the quality of the premium spirits more and more people are drinking.

"As premium spirits continue to lead industry growth, Q Drinks and Breakthru Beverage Group will provide the highest quality products to enable bars, restaurants, and liquor stores to better serve their customers."

The national partnership gives accounts an ideal opportunity to cross promote popular premium spirits with Q Drinks' spectacular carbonated mixers, increasing customer satisfaction and profits through all spirit industry distribution channels. Q Drinks begins its launch next month in Breakthru Beverage Group markets, which include 13 states and Washington DC.

Breakthru Beverage Group president and CEO Greg Baird said: "We are thrilled to partner with Q Drinks. Their super premium portfolio brings new opportunities for us in the growing carbonated mixers category and in our efforts to innovate and provide value for our customers."

This innovative partnership is part of a new go-to-market strategy spearheaded by Ted Roman, who recently joined Q Drinks as Executive Vice President. Prior to Q Drinks, Roman led U.S. commercial success for William Grant & Sons and Pernod Ricard.

Roman said: "Industry trends show premiumization is here to stay. 

"And Q Drinks is the super premium mixer line to perfect the carbonated cocktail experience. I am truly excited about building our brand and our business with the Breakthru Beverage Group team."  

Source: Company Press Release