Beverage Distribution Shift: O’Neill Vintners & Distillers Joins Forces with Breakthru in California
O’Neill Vintners & Distillers, a prominent California-based wine and spirits company and a Certified B Corporation, has officially announced a significant expansion in its distribution strategy by appointing Breakthru Beverage Group as its new exclusive distribution partner in California. The transition, effective August 1, 2025, follows the recent decision by Republic National Distributing Company (RNDC) to exit the California market.
This move marks a major milestone for O’Neill Vintners & Distillers, whose leadership emphasized the importance of ensuring business continuity, service consistency, and strategic alignment in one of the most critical and competitive wine markets in the United States. California, being the largest wine-producing state and a key revenue driver for wine and spirits companies, represents a central focus for any forward-looking distribution strategy.
Jeff O’Neill, Founder and Chief Executive Officer of O’Neill Vintners & Distillers, shared his thoughts on the new direction:
“We are grateful that our longstanding partnership with Breakthru allowed us to significantly expand our relationship at such a pivotal moment. As we begin our new chapter with Breakthru Beverage Group in California, our focus remains on delivering a seamless and thoughtful transition. This will be grounded in operational excellence, shared core values, and a relentless commitment to serving our customers and trade partners.”
The expansion is not the beginning of a new relationship, but rather the deepening of an already well-established collaboration. Breakthru Beverage Group has been a key distribution partner for O’Neill Vintners in several markets across the United States. With the addition of California, Breakthru will now represent O’Neill in 16 major U.S. markets, providing a stronger national footprint and enhanced logistical integration.
Adam Pizer, Senior Vice President of Wine Business Development at Breakthru Beverage Group, commented on the partnership’s evolution:
“The expanded partnership with O’Neill Vintners & Distillers is a natural progression of the trust, mutual respect, and success we’ve built over the years. We are proud to bring our shared vision and capabilities to California and are excited about the opportunities this presents for both companies.”
O’Neill Vintners & Distillers is one of the fastest-growing wine producers in the U.S., known for its diverse portfolio of brands, including Line 39, Rabble Wines, Day Owl Rosé, Harken Chardonnay, and Charles Woodson’s Intercept Wines. Its expansion in partnership with Breakthru is expected to accelerate brand visibility, market penetration, and sales performance in a region that serves as a national trendsetter for wine consumption and innovation.
Jeff O’Neill highlighted Breakthru’s proven ability to execute in market:
“Breakthru has consistently demonstrated an exceptional understanding of our brand strategy, execution standards, and customer-focused ethos. Our work together has already yielded strong performance results, and we are confident this same level of excellence will translate to success in California.”
From a strategic standpoint, this partnership positions both companies to leverage shared resources, streamline supply chain operations, and maximize efficiency while delivering exceptional service to the trade. It also reflects a broader industry trend where suppliers are consolidating distribution relationships to drive greater alignment and performance across regions.
Ron Mertz, Senior Vice President of Commercial Strategy at O’Neill Vintners & Distillers, emphasized the importance of cohesive wholesaler relationships as the company continues its upward trajectory:
“It’s critical that we stay closely aligned with our key wholesale partners as we grow. We place great value on our distributor relationships and are committed to working collaboratively to support our customers with consistency, care, and integrity.”
While this change represents a major development in California, O’Neill confirmed that no other distribution changes are being planned across the rest of the U.S. market at this time. The company’s national distribution footprint remains stable, allowing it to maintain focus and build on the momentum in its existing markets.
In addition to its commercial strategy, O’Neill Vintners & Distillers has become increasingly recognized for its commitment to corporate responsibility and sustainability. As a Certified B Corporation, the company adheres to rigorous standards of social and environmental performance, accountability, and transparency. This designation underlines its broader mission: to use business as a force for good.
Mertz reinforced this philosophy, stating:
“Whether you’re a distributor, a retail partner, or a consumer, our commitment is the same. We lead with relationships, and every decision we make is grounded in long-term thinking—prioritizing quality, service, and sustainable impact. These are not just business principles for us; they are part of our DNA.”
This distribution shift also reflects a maturing marketplace where supplier-distributor relationships are being reevaluated to foster better synergy, faster response times, and more tailored support. As consumer preferences evolve and the competitive landscape becomes more complex, adaptability, innovation, and collaboration will be the defining traits of successful supplier-distributor partnerships.
Breakthru Beverage Group, which has been steadily expanding its footprint and capabilities in wine and spirits distribution, is uniquely positioned to help elevate O’Neill’s brands in California. With a strong reputation for operational excellence and market responsiveness, Breakthru brings a deep knowledge of the local market landscape, a robust logistics infrastructure, and a highly trained salesforce committed to customer success.
The newly expanded alliance will prioritize a smooth transition process throughout the remainder of 2025. Both teams are working closely to align operational strategies, ensure uninterrupted service for retail and on-premise partners, and uphold high standards of product availability and support during the changeover.
In conclusion, this strategic realignment underscores O’Neill Vintners & Distillers’ commitment to long-term brand building, customer service, and purposeful growth. By partnering with Breakthru Beverage Group—an organization that shares its values, vision, and standards—O’Neill is poised to strengthen its leadership in California and continue its mission of delivering exceptional wines with integrity and care.
