Through the privately held Wirtz Corporation, Chicago's Wirtz Family owns a mammoth liquor distributor, as well as real estate holdings, banks, a junior hockey team and other enterprises. Get the The Hockey News Money & Power special edition for free by subscribing at thn.com/free
The Wirtz Family has owned the Chicago Blackhawks for four generations, but the Original Six team might seem like a drop in the bucket compared to one of the family's other enterprises.
Maybe a drop in the glass would be more accurate.
According to Forbes Magazine, the Blackhawks franchise was valued at $1.84 billion in November 2023. That ranks the team fourth in the NHL behind the Toronto Maple Leafs, New York Rangers and Montréal Canadiens. It's the most visible asset in the portfolio of the Wirtz Corporation, the family's umbrella holding company.
But the Wirtz Corporation and chairman and CEO Danny Wirtz also control Breakthru Beverage Group, one of the largest distributors of alcoholic beverages. In our interview for The Hockey News' upcoming "Money & Power" special edition, Wirtz told us that roughly 60 percent of the distilled spirits and 40 percent of the wines at Chicago area liquor retailers were delivered though Breakthru.
According to its website, Breakthru provides products in 14 U.S. states and the District of Columbia. That includes California and Nevada, as in Vegas, baby. Booze flows in Vegas.
In Canada, Breakthru is an exclusive broker for Diageo sprits and its 200-some brands, listed here. https://www.diageo.com/en/our-brands. They include Ketel One and Smirnoff vodka, and Johnnie Walker scotch.
The 46-year-old Danny Wirtz took over following the sudden death of his father, W. Rockwell "Rocky" Wirtz last July. He's steering the business equivalent of an oil tanker. Course adjustments will be subtle and gradual, he says.
But there are some visible changes fans might notice:
- undefined
- undefined
- undefined
- undefined
Rocky Wirtz's favorite seat at the United Center, a folding chair on the aisle in section 119, has been bronzed and placed on a giant puck. Tickets to the seats where he mingled with customers are being donated to select fans who have demonstrated "community involvement, positive impact and growing the game of hockey." https://www.nhl.com/blackhawks/news/release-blackhawks-unveil-bronze-seat-to-honor-late-chairman. Here's a video view of the seat.
And fittingly, Rocky's Bar is set to open on the United Center concourse on Dec. 19. Specializing in classic cocktails, the bar will serve Rocky's Wirtz's favorites — Sonoma Cutrer Chardonnay and extra dry Ketel One martinis with bleu cheese olives.
