Table of Contents
- Key Highlights:
- Introduction
- Driving Digital Commerce at Scale
- Reinventing Sales with Co-Leadership and Technology
- Building the Foundation for AI: Data and Cloud
- AI Literacy Before AI Use Cases
- Innovation as a Team Sport
- A Global Lens and Industry Perspective
- Looking Ahead: Agentic AI and Purposeful Leadership
Key Highlights:
- Glenn Remoreras, the new CIO of Breakthru Beverage Group, is spearheading a digital transformation aimed at enhancing e-commerce and AI capabilities within the company.
- The company’s ambitious target includes generating $700 million in revenue through its B2B e-commerce platform, Breakthru Now, while also focusing on modernizing its sales processes.
- A foundational approach to AI literacy and collaborative innovation is being emphasized, fostering a culture of informed decision-making among executives and aligning technology with business objectives.
Introduction
The beverage distribution industry is experiencing a significant shift as companies embrace digital transformation to enhance operational efficiency and customer engagement. At the forefront of this movement is Breakthru Beverage Group, a family-owned enterprise with a remarkable legacy in the U.S. and Canadian beverage markets. With revenues reaching $8.6 billion, Breakthru is rapidly redefining its approach to business under the leadership of Glenn Remoreras, who joined the company as Chief Information Officer just six months ago. Remoreras is not merely overseeing IT; he is driving a comprehensive strategy that integrates digital commerce, artificial intelligence (AI), and a modernized sales approach to position Breakthru as the premier distributor in its field.
Driving Digital Commerce at Scale
Central to Breakthru Beverage Group's transformation is its B2B e-commerce platform, Breakthru Now. Launched several years ago, this platform is now being accelerated under Remoreras’ guidance. He recognizes that digital commerce is not just an addition to the business model; it is foundational to becoming the distributor of choice in the industry.
“Our target this year is $700 million of our revenue coming through this channel,” Remoreras stated, emphasizing the importance of simplifying the purchasing experience for customers. The integration of AI and chatbots into Breakthru Now aims to enhance user experience through dynamic recommendations and intelligent sales support, ultimately streamlining the buyer's journey.
However, Remoreras’s vision extends beyond the platform itself. He believes that reimagining the entire sales journey is critical to differentiating Breakthru from its competitors. With a workforce of 10,000, many of whom are in sales roles, modernizing the end-to-end sales process is a priority. By leveraging technology to optimize sales workflows, Breakthru positions itself as a leader capable of effectively meeting customer needs.
Reinventing Sales with Co-Leadership and Technology
To achieve this modernization, Remoreras has embraced a co-leadership model that intertwines technology with commercial functions. He emphasizes that this transition must be driven by business leaders, stating, “This needs to be business-led. Our chief commercial officer and other stakeholders are thought partners.” This collaborative approach ensures that technology serves as an enabler rather than a hindrance.
A key area identified for improvement is the platform infrastructure. Tools like Salesforce are seen as potential cornerstones for enhancing operational efficiency and empowering sales teams in the field. Remoreras acknowledges the need for a complete reimagining of existing tools, with an eye towards future capabilities such as agentic AI, which can learn and make decisions independently. “When that technology matures, we want to be the first to deploy it meaningfully in our industry,” he said.
Building the Foundation for AI: Data and Cloud
A successful AI strategy is underpinned by robust data management and cloud infrastructure. Remoreras articulates this point clearly: “In the AI revolution, data is the fuel. If you don’t have quality data or a modern architecture, you can’t achieve the flywheel effect that AI promises.”
To build this foundation, Breakthru is collaborating with Amazon Web Services (AWS) to migrate its computing environment to the cloud. This transition will facilitate scalable AI and machine learning (ML) experimentation, enabling the company to explore innovative solutions tailored to their operational needs. Additionally, Breakthru is revamping its data strategy and investing in internal analytics talent to safeguard intellectual property and create long-term value.
As Remoreras explains, “It’s a fluid process. SAP, Salesforce, Snowflake—these partners are all evolving. We now have more optionality than ever.”
AI Literacy Before AI Use Cases
Before diving into concrete AI implementations, Remoreras is advocating for a thoughtful approach to AI literacy within the organization. In May, he organized an AI summit featuring the executive leadership team alongside more than 20 senior leaders, all aimed at demystifying AI’s potential. The event, held at an Amazon distribution center and supported by five technology partners, was designed not to generate immediate use cases but to foster understanding.
“The goal was not to build use cases that day,” he noted. “It was to leave the room more educated.” This emphasis on education cultivates an environment where leadership approaches AI with clarity and purpose. Executives are encouraged to surface specific problems that AI can address, moving away from vague ideas to targeted solutions.
With hackathons planned for the fall, Remoreras is keen on curating a portfolio of value-driven use cases that align with business goals. “You don’t throw money at the hype,” he asserted. “You solve real problems. That’s how you scale.”
Innovation as a Team Sport
Innovation, according to Remoreras, must be deeply embedded within the organizational structure of Breakthru. He advocates for a product-centric model that includes clearly defined business product owners working in tandem with IT leaders in a “two-in-a-box” format. This ensures that each product has a long-term roadmap and backlog, supported by agile fusion teams.
“Each product has a long-term roadmap and backlog, supported by agile fusion teams,” he said. “That’s how innovation sticks. It’s business-led, tech-powered, and supported by data services, cloud, and cybersecurity.”
Breakthru is aligning these teams with strategic imperatives focused on commercial effectiveness and operational excellence. Remoreras believes that when innovation is structured and supported, it becomes a repeatable process that can drive sustained growth.
A Global Lens and Industry Perspective
Remoreras brings a unique perspective to his role at Breakthru Beverage Group, shaped by his diverse experience across various industries and cultures. His previous roles in beverage production with companies like Constellation Brands and Mark Anthony Group, coupled with his experience in distribution at Breakthru, have endowed him with a comprehensive understanding of the beverage industry's three-tier system.
“Where you win in distribution is different from where you win in brand manufacturing,” he explained. His earlier career at Cemex, where efficiency and customer service were paramount, also informs his current strategic thinking.
As a native of the Philippines who has lived and worked across multiple continents, Remoreras attributes his leadership philosophy to his global exposure. “Tech is the same everywhere; SAP, cloud, Microsoft. The difference is culture and people,” he said. He draws on the resilience fostered in the Philippines, precision from Germany, work ethic from Mexico, followership from Canada, and agility from the U.S. to guide his leadership style.
Looking Ahead: Agentic AI and Purposeful Leadership
As Breakthru Beverage Group navigates the future, Remoreras is particularly focused on the rise of agentic AI—intelligent systems that will soon undertake tasks traditionally handled by humans. “In 20 years, agentic AI will handle roles we now associate with people,” he remarked, noting that this shift is already underway.
His commitment to this transformation is personal; he actively involves his 14-year-old twin sons in learning about AI and is even penning a book on the subject, set to release in six months.
Despite his technological focus, Remoreras remains grounded in purpose. He recently shared that his favorite book, The Earned Life by Marshall Goldsmith, resonates with him for its emphasis on presence and impact over mere success. “If I were financially set tomorrow, I’d be teaching at a community college,” he reflected. “But I’ve learned you can teach and inspire through your professional role.”
This ethos influences how he leads his team and shapes Breakthru’s AI literacy program. “We do our best work, then go home and enjoy a glass of wine,” he said with a laugh. “That’s the balance I aim for.”
FAQ
What is Breakthru Beverage Group?
Breakthru Beverage Group is a family-owned beverage distribution company with operations in the U.S. and Canada, generating $8.6 billion in revenue.
Who is Glenn Remoreras and what is his role?
Glenn Remoreras is the Chief Information Officer of Breakthru Beverage Group, tasked with leading the company’s digital transformation efforts, particularly in e-commerce and AI integration.
What is Breakthru Now?
Breakthru Now is the company’s B2B e-commerce platform designed to streamline the purchasing process for customers and is a central component of Breakthru’s digital strategy.
How is Breakthru integrating AI into its operations?
Breakthru is focusing on building a solid data and cloud foundation to support AI initiatives, alongside fostering AI literacy among its leadership to ensure informed decision-making regarding AI applications.
What is the significance of a co-leadership model?
The co-leadership model at Breakthru integrates technology with commercial functions, allowing business leaders and IT to collaborate closely, ensuring technology aligns with business goals and enhances operational efficiency.
Looking forward, how does Breakthru envision the role of AI?
Breakthru anticipates that agentic AI will redefine workforce roles in the future, significantly impacting how tasks are performed within the beverage distribution industry.