W. Rockwell (Rocky) Wirtz, who led Wirtz Beverage as it morphed of Breakthru Beverage Group, has died after a brief illness. He was 70 years old.

Wirtz Beverage, which began in 1945, was part of Wirtz Corp., which began in 1926 as a real estate company, owning and managing more than 80 residential properties across the Chicago area. Wirtz Corp. is a privately held holding company.

Wirtz bank holdings, including Illinois-based First Security Trust & Savings Bank and First National Bank of South Miami, remain long-held assets for the company.

The family’s most public businesses are the Chicago Blackhawk Hockey Team and co-ownership of the United Center, for which the team and the Chicago Bulls call home. The United Center plays host to hundreds of events and welcomes more than 3 million visitors annually.  In 2010 and then again in 2013 and 2015, the Chicago Blackhawks achieved ultimate success by winning the National Hockey League’s Stanley Cup championship.

In a statement, Charles Merinoff, co-chairman with Wirtz of the Breakthru Board of Managers, said:

“Rocky was much more than a colleague, he was a valued and cherished friend. He had the remarkable ability to light up a room with his smile, his laugh and his wit. Whether as competitors or partners, I always had the utmost respect for Rocky and admired the grace and integrity in which he conducted himself.  His loss will be felt throughout our business and I will miss my friend dearly.”

Tom Bene, Breakthru's president/ceo, said: “Rocky was much more than a colleague, he was a valued and cherished friend. He had the remarkable ability to light up a room with his smile, his laugh and his wit. Whether as competitors or partners, I always had the utmost respect for Rocky and admired the grace and integrity in which he conducted himself.  His loss will be felt throughout our business and I will miss my friend dearly.”