Case Study Breakthru Beverage Group
Optimizing B2B Commerce for Scale, Performance, and Growth
$648M
annual ecommerce revenue
32%
reduction in overall site load times
CLV
increased among existing customers
The Challenge
Breakthru Beverage Group (BBG), one of the largest beverage alcohol wholesalers in the U.S., operates in a highly regulated, multi-state environment where scale, reliability, and performance are critical. As digital commerce became increasingly central to the business, BBG needed a B2B platform that could support growth and evolving customer expectations without disrupting day-to-day operations.
The Perspective
For BBG, digital commerce was not a one‑time initiative, but a capability that needed to mature over time. Continued investment in performance, customer experience, and data enablement allowed the organization to evolve while maintaining consistency across markets. With deep historical context and an understanding of BBG’s business realities, Smith supported this long‑term approach, helping ensure progress remained aligned with both immediate needs and future strategy.
Solution
Following the launch of Breakthru Now in 2022, BBG established a scalable B2B commerce foundation designed to support multi‑state expansion and regulatory complexity. In the years that followed, the platform continued to evolve through ongoing performance and UX improvements, strategic frontend optimization, and the expansion into marketing automation and customer data enablement. Working alongside Smith through continued strategic support, BBG remains focused on continuous optimization, advanced personalization, and long‑term growth, ensuring its commerce ecosystem evolves in step with the business.
“Having Smith and being able to tap into them really helps us see technically where things are going in the B2B ecommerce space. That is a huge value to us.”
Eric Hall, Senior Director, B2B Ecommerce, Breakthru Beverage Group
