Diageo and Wirtz Beverage Group announced that they have signed an agreement naming Wirtz Beverage as the exclusive national broker for Diageo beer, wine, spirits and ready to drink (RTD) brands in Canada. The new relationship is an important milestone in the evolution of Diageo's route to consumer strategy. "This arrangement with Wirtz Beverage provides us with the best of both worlds—a broker that understands our business and a dedicated Canadian sales force that knows our brands and the Canada market," says Larry Schwartz, president, Diageo North America. "I strongly believe that this is the right move for Diageo Canada. As a business, we must continually adapt to the market, which is why improving our route to consumer has been a priority for our company. We have seen the benefits of this model in other parts of the world and can see how it will make Canada a more agile and efficient business allowing us to further invest in Diageo and our brands."

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