1.5 parts Proper No. Twelve Irish Whiskey
3 parts Tomato Juice
1/3 part Lemon Juice
4 dashes Worcestershire Sauce
1 bar spoon Pickle Juice
1/2 bar spoon Horseradish
Squeeze of Lime Juice
1 pinch Celery Salt or Table Salt
1 pinch Ground Black Pepper
Add all ingredients to a shaker and fill with ice. Shake and strain into a tall glass filled with fresh ice. Garnish with a celery stalk, lemon wedge, and olives.
We welcome the opportunity to learn more about your brand and distribution opportunities in Missouri. Find out why Suppliers across Missouri choose Breakthru Beverage Missouri and how to become a Supplier.
© 2024 Breakthru Beverage Missouri. All rights reserved. 6701 Soutwest Ave. | Saint Louis, MO 63143 | (314) 645-1843
Major Brands is now Breakthru Beverage Missouri Learn MoreVice President/General Sales Manager - West
Jeremy brings his relentless drive to win and devotion to hard work to the sales team of Breakthru Beverage Missouri-West. He now leads this team, building off 20 years of experience in wine sales management and serving as the region's on-premise channel director. A Kansas City native his entire life, Jeremy is a loyal fan of the Kansas City Chiefs, Royals baseball, and KU Jayhawks. In his off-time, Jeremy enjoys being with his wife Sarah and their two children, coaching kids' sports, skiing and swimming.
Executive Vice President
Scott Johnson brought 23 years of beverage industry experience to Breakthru Beverage Missouri when he joined our legacy company, Major Brands, as President of Sales over 7 years ago. Johnson, who leads the Missouri team as Executive Vice President, gives his all to the leadership of his team with a patient communication style and competitive spirit. His drive to win isn’t just reserved for outstanding performance at the workplace. He’s a die-hard fan of the Kansas City Chiefs, Royals and Missouri Tigers. He enjoys spending time with his family, running, boating, skiing and of course, catching a game. His favorite drink? An Old Fashioned at the end of the day.
Vice President of National and Strategic Accounts
Steve Maitland has been with Major Brands, now Breakthru Beverage, for over 24 years, currently serving as VP of National and Strategic Accounts. His industry experience spans more than 30 years, where he started as a sales rep before moving into account management. His expertise in retail chain headquarter management has enabled Breakthru Beverage to build strategic resources to support our chains in the off-premise channel. Maitland is an Eagle Scout and has held volunteer positions with a variety of community organizations, including roles as Special Olympics Golf Committee Chair and Asthma Allergy Foundation Board Member. Outside of work, he enjoys golfing, fishing, motorcycling, and spending time with his wife Sandi and their three children.
Vice President of Wine Strategy
Dan Matuszek joined Breakthru Beverage Missouri, formerly Major Brands, as Vice President of Wine Strategy in 2018, bringing with him more than three decades of wine industry experience, having worked in sales, strategy, marketing and as a business owner. Outside of work, Dan focuses on fitness, including weight training and biking, his family and friends, and his favorite football teams – the Green Bay Packers and Nebraska Cornhuskers. He also loves grilling and pairing great wines with great meals. His favorite white is a zesty White Burgundy paired with grilled sea bass and his favorite red is a big, Napa Valley Cabernet served alongside grilled ribeye steak.
Chief Human Resources Officer
Melva Pete joined the Breakthru Beverage Missouri family in early 2021 as Chief Human Resources Officer. She brings executive level HR experience in stewarding a strong culture, recruiting and onboarding top talent and employee training and development. She has led the HR departments in public enterprises, large corporations and family businesses. As CHRO, Melva oversees all things related to the company's greatest asset—our people. In addition to holding a Master of Arts in Human Resource Management from Webster University in St. Louis, Melva has dual senior certifications from the Society for Human Resource Management and the Human Resources Certification Institute. She was also recognized as one of St. Louis’ 25 Most Influential Women in Business from the St. Louis Business Journal and in 2017 was named Corporate Executive of the Year by the St. Louis American Newspaper. Melva serves on the Board of Directors for Employment Connection—a community-based agency that provides employment resources to individuals with limited opportunities and is a member of CHUMS, Inc., a national philanthropic organization focused on enriching the lives of children.
Vice President/General Sales Manager - East
Brad leads the Missouri-East Sales Division for Breakthru Beverage Missouri, leveraging 31 years' experience in the beverage industry. Brad spent 13 years with Coca Cola before coming to Breakthru Beverage, and has for nearly 20 years served in escalating leadership roles for the Missouri sales team. When he's not working, Brad enjoys hunting, fishing and riding horses with his family or catching a St. Louis Cardinals baseball game with a bourbon on the rocks or a glass of Cabernet Sauvignon.
Director of Trade Marketing
Craig started with Breakthru Beverage Missouri’s legacy company, Major Brands, in 2004. He started as a member of our Sales Trainee program and held roles as a wine sales representative and management roles for the company’s Red Bull and Spirits portfolios. Craig worked for Pernod Ricard as the Missouri Market Manager as well as Nevada Region Manager before returning to the wholesaler, serving in several roles of escalating responsibility, including Portfolio Director, Off-Premise Channel Director, Vice President of Sales for Missouri-West and now, Director of Trade Marketing for all brands across the Breakthru Beverage Missouri Portfolio. Craig enjoys a classic Manhattan and spending time with his family, playing hockey, and everything outdoors.
Director, Finance
Bio coming soon.
Last updated: August 16, 2021
These terms of use (the “Terms of Use”) are entered into by and between you, whether individually or on behalf of a company, (“you") and Breakthru Beverage Missouri (“Company,” “we,” or “ us ”) for use of Company’s website, breakthrubevmo.com (the “Website”). These Terms of Use, together with any documents that expressly reference Terms of Use (including, without limitation, our Privacy Policy govern your access to and use of the Website, including any content, functionality, and services offered on or through the Website, whether as a guest or an accountholder.
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Creative collaboration is at the heart of the Beer 4 Good project. Teaming with Supplier partners 4 Hands Brewing Co. and Urban Chestnut Brewing Co, Major Brands connected their shared passion for the St. Louis region and the community’s love of local beers. The result, Beer 4 Good, a blend of two ales aged in the same bourbon barrels behind the Women Who Whisky initiative and directly supporting Mission: St. Louis, a transformative organization that empowers families to break the cycle of poverty through education, job training and employment. The Beer 4 Good project far surpassed its goals, raising more than $70K for the St. Louis community.
We have a responsibility to Missouri communities to ensure that beverage alcohol is consumed safely. That's why, in 2011, Major Brands created Safe Home After Every Occasion™, a well-recognized social responsibility program that encourages Missourians to make planning a safe ride home before socializing a habit.
Click here to learn more about this program and when it is offered in your community.
In this signature initiative, Major Brands blended three passions close to its heart – community, collaboration and whisky – by bringing together seven St. Louis-area women leaders to create a custom, limited-edition barrel of Maker’s Mark® Private Select™ Bourbon to benefit charity. The batch, entitled Major Brands Whisky 4 Good, yielded 240 bottles which were made available to Women Who Whisky donors.
The initiative, through donations and a one-time event at Big Brothers Big Sisters of Eastern Missouri, “Hatch the Batch,” raised $350,000 to benefit Big Brothers Big Sisters of Eastern Missouri, Contemporary Art Museum St. Louis, Forest Park Forever and the Saint Louis Fashion Fund.
For more information, visit: womenwhowhisky.org
St. Patrick Center provides opportunities for self-sufficiency and dignity to people who are homeless or at risk of becoming homeless. Through adopt-a-family programs, back-to-school drives and charity golf tournaments, Major Brands helps to shine a light on this organization making permanent, positive change and instilling hope for a community in need.
With the shared belief that good businesses grow by supporting their communities, Beam Suntory and Major Brands, along with personal support from Major Brands CEO, Sue McCollum, joined forces to create the Missouri Restaurant Association (MRA) Workers Benefit Fund. The first of its kind, this fund directly supports restaurant workers across the state of Missouri who experienced financial hardships as a result of COVID-19. Restaurants and their workers are vital to our communities and among the hardest hit during the pandemic, and the Workers Benefit Fund will provide $100,000 to this community who has served us all so well. “On behalf of the entire Missouri restaurant community, MRA acknowledges their generosity with heartfelt gratitude.” - Bob Bonney, CEO, Missouri Restaurant Association
The Contemporary Art Museum St. Louis works to enrich lives through experiences with contemporary art, inspiring curiosity, creativity, and learning in our community. Major Brands knows that art has the power to heal from the inside out and is honored to sponsor the fundraising efforts of this institution that inspires all of us to grow, learn and create.
Chief Executive Officer
Sue McCollum has been the CEO of Major Brands since 2012. Sue entered the wine, spirits and beer distribution business in 2011. Prior to joining Major Brands, Sue was the Founder and Principal of McCollum and Associates, a strategic marketing and communications consulting firm and an adjunct Professor of Marketing at Webster University. Prior to that, she was the Director of Public Affairs at the Federal Reserve Bank of St. Louis, as well as the Director of Special Events and Media Relations at American University.
Sue has received significant recognition throughout her career. The Wine and Spirits Wholesalers of America recognized McCollum with the Women’s Leadership Council Icon Award. She was honored with the Heartland Region Ernst & Young (EY) Entrepreneur of the Year Award and was named one of four finalists for the EY National Entrepreneur of the Year Award in the family business category. The St. Louis Business Journal has named Sue a Most Influential Business Woman.
Sue is a lifelong community advocate. She currently serves on the executive committee of several boards, including The Washington University of St. Louis Board of Trustees, the St. Louis Regional Business Council, Forest Park Forever and the Wine and Spirits Wholesalers of America Association. She also serves on the boards of directors of the Contemporary Art Museum St. Louis and the Gateway Arch Park Foundation
Sue received her Bachelor of Arts in Broadcast Journalism and Economics and her Master of Business Administration degrees from The American University in Washington, D.C. She graduated with a Juris Doctorate from Washington University of St. Louis School of Law in 2015.
We build our business by building the communities we serve, and The United Way reaches into every community across Missouri. Major Brands has been a supporter of United Way for over 15 years, with contributions exceeding $1 million dollars. CEO Sue McCollum served as Co-Chairperson for the 2015 United Way Campaign, raising a community-wide, record setting $74+ million dollars for Missouri families in need.
Major Brands has been honored to support United Way through its annual fundraising campaign, Grocery Workers Relief Program, food bank support, and back-to-school programs, touching hundreds of Missouri organizations that enrich the lives of the communities where we live and work.
Hope House is dedicated to making sure every man, woman, and child affected by domestic violence can find refuge and build a new life. Whether it’s urgent need drives, adopting angels over the holidays or sponsoring their largest annual fundraiser, Believe Gala, Major Brands is honored to support this outstanding change-maker and the lives impacted by their important mission.
Big Brothers Big Sisters empowers youth in our community and creates new possibilities for future generations. Major Brands has been a long-time friend and supporter of BBBS through fundraising programs like Bowl for Kids’ Sake and Women Who Whisky. BBBS is a change-maker in the lives of youth in Eastern Missouri, and Major Brands is deeply committed to doing everything we can to ensure its continued vitality in our community.
A landmark where life’s milestones are celebrated and a place to connect with people and the beautiful city of St. Louis, Forest Park is special to Major Brands. When CEO Sue McCollum moved to St. Louis several decades ago, she settled in just a few blocks from the Park. “The first thing I did was find a job, buy a bike and ride in Forest Park. It was my way of finding peace—and connecting to a city that would become my new hometown,” she recalls. Sue has served as leadership donor to the Park’s Restoring the Glory campaign, Co-Chaired the Forest Park Forever Hat Luncheon fundraiser, served on the Park’s Board of Directors, and has long advocated for the maintenance and care of this local treasure. Through a program created by Major Brands called Restaurants for Restoration, we partnered with St. Louis restaurants to raise more than $100,000 for conservancy of the Park.
The Major Brands Family has dedicated Thanksgiving mornings to the Meals on Wheels program for over 30 years. Hundreds of meals are delivered by our team to home-bound and elderly St. Louis residents, and the need becomes greater each year. Our business is built by building the communities we serve, and Major Brands is committed to answer the call to support our neighbors in need.
