New York City Metropolitan Area, United States, November 2025 — Breakthru Beverage Group has announced the appointment of Judy Viera as the new Chief Human Resources Officer. In her expanded role, Judy will lead the company’s people strategy across its U.S. and Canadian operations, strengthening organizational capability and fostering a culture that prioritizes engagement, performance, and growth.
“Judy is a trusted business partner and thoughtful leader who connects our people strategy directly to our business performance,” said Tom Bené, Breakthru Beverage Group President and CEO.
Before stepping into the role of Chief Human Resources Officer, Judy Viera served as Senior Vice President, Human Resources at Breakthru Beverage Group, where she provided strategic leadership for nearly three years, supporting large-scale people operations, organizational transformation, and talent development initiatives. Prior to this role, she served as Vice President, Human Resources, where she played a key role in strengthening workforce capability and aligning people strategy with business priorities across multiple markets.
Earlier, Judy served as Human Resources Director for the Diageo & Moët Hennessy Division, bringing together high-performance teams across premium beverage portfolios. Before joining Breakthru, she spent more than eleven years at Diageo, progressing through key HR roles including HR Business Partner – Supply, HR Employee Lifecycle Manager, HR Employee Lifecycle Specialist, HR Specialist, and HR Learning & Development Specialist, building deep functional expertise across the full HR value chain.
Judy began her career in corporate environments as an Intellectual Property Analyst, later transitioning into HR leadership where she has built a robust track record in talent strategy, leadership development, employee engagement, and operational workforce excellence.
About Breakthru Beverage Group
Breakthru Beverage Group is one of North America’s leading beverage wholesalers and the largest broker in Canada, representing a diverse portfolio of top-tier spirits, wine, beer, and non-alcoholic brands. The company operates in 16 markets and generates more than $8.6 billion in annual sales, powered by a team of nearly 10,000 associates.
Family-owned and industry-recognized, Breakthru Beverage Group has been honored as a “U.S. Best Managed Company” for four consecutive years, reflecting its strong leadership, operational discipline, and commitment to people and performance. With a powerful customer network spanning retailers, restaurants, convenience outlets, and hospitality establishments, the organization continues to serve as a trusted distribution partner for some of the world’s most iconic beverage brands.
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