Under Wirtz's leadership, the Chicago Blackhawks won three Stanley Cups between 2010 and 2015, reversing a period of declining fan interest and on-ice performance.

[6] In 2014, Wirtz Beverage expanded outside the U.S. announcing it was taking over as the exclusive Canadian distributor for Diageo beer, wine and spirits brands.

[8] Today, Breakthru is one of North America's leading distributors of wine, spirits and beer brands with more than $6 billion in annual revenue and operations throughout the U.S. and Canada.

[9] His son Danny Wirtz plays a large role in the Breakthru's executive leadership as Vice Chairman, also serving on the company's Board of Directors and Operating Committee.

Over the decade preceding Wirtz's leadership, the team incurred losses approaching $191 million and managed to qualify for the playoffs only once during that span.

Wirtz recalls a dire financial predicament where the team found itself unable to cover its own payroll obligations prior to the 2007–08 NHL season.

He also affirmed at the time that Bob Pulford would remain as the team's senior vice president, but later reassigned him to Blackhawks liaison on NHL affairs.

[15] Many believed that McDonough's presence, along with the young talent on the roster, would improve the team's marketing ability and reverse a long drought in popularity.

Former star players Bobby Hull and Stan Mikita, who were not on good terms with the elder Wirtz, returned to the team in the role of "ambassadors".

While most of Wirtz's changes had positive results, one decision that was met with skepticism was lessening the use of the United Center's organ in favor of more prerecorded current music to attract new, younger fans.

They defeated the Calgary Flames and the Vancouver Canucks in the first two rounds before bowing out to the defending Stanley Cup champion Red Wings in the Western Conference Final.

[21] In the 2015 Stanley Cup Playoffs, the Blackhawks eliminated the Nashville Predators, Minnesota Wild, and Anaheim Ducks to reach the Finals.

[22] Prior to the 2021–22 NHL season, former prospect Kyle Beach alleged he was sexually assaulted by a member of the Blackhawks' coaching staff in 2010.

Multiple executives and coaches on the team, including Stan Bowman, Joel Quenneville, and Al MacIsaac were aware of Beach's allegations in 2010, but failed to properly report the issue to the police.