Events Industry Time Sensitive

First Annual Breakthru Whiskey Classic

Earlier this month, spirits producers, buyers, and industry media gathered at Chicago Blackhawks practice facility MB Ice Arena for the first annual Whiskey Classic.

The event, produced by Breakthru Beverage, featured dozens of the world’s top spirit producers who offered both on-and off-premise buyers the opportunity to sample their wares (and ideally place orders!)


The mastermind behind the event was industry veteran Matt Liddy, Breakthru’s channel manager for Sazerac’s products. Liddy’s and the Wirtz family’s knack for hospitality was evident throughout the event as guests enjoyed incredibly tasty hors d’oeuvres by Blackhawks partners Levy restaurants, guided tours of the brand new Blackhawks practice facility, and Liddy himself, who greeted guests with his signature smile.

Held on the actual practice hockey rink with a covering manufactured specifically for this event, the atmosphere was far from cool as guests warmed up to each other over a shared passion for spirits as well as the people and stories behind them.

“While we prefer our bourbon neat, Breakthru’s Whiskey Classic on Chicago Blackhawks practice rink shows that one can find good spirits on ice too.”

Despite this being the first Whiskey Classic, Matt and his team pulled it off without a hitch. Several producers and buyers we spoke with expressed how much they enjoyed the format. Hats off to Matt and the Breakthru team and here’s to the second annual Whiskey Classic!