Breakthru and Allied Merge in New Jersey

Breakthru Beverage and Allied Beverage Group announced that they have signed an agreement to merge their wholesale beverage companies in New Jersey. The integrated company will operate under the name of Allied Beverage Group and continue to be the state’s leading distributor with annual revenues exceeding $1 billion.

Jeffrey Altschuler, Allied Beverage Group President and CEO stated, “We have found a great partner in Breakthru and look forward to combining their strong practices with our own to create a truly best-in-class business combining enhanced selling capabilities with state of the art 21st century distribution technology. Our aim is to bring even greater value to our customers and supplier partners.”

Jon Maslin, President of Breakthru Beverage New Jersey said, “There are clearly things that Allied and Breakthru each do well. We complement one another, and we know that we will create greater sales and other capabilities that will truly enhance the organization. We are excited for what the future holds as one company.”

Breakthru Beverage Group President and CEO Greg Baird added, “We are tremendously excited to partner with a company as strong as Allied, and that we were able to design an agreement providing opportunities that advance Breakthru Beverage Group’s growth strategy.  Allied is a well-respected, vibrant organization and working together will help us build an even stronger foundation for the future.”

“We are looking forward to successful completion of merging these two operations in New Jersey,” said Bobby Harmelin, Executive Vice President of Allied.  “We intend to build one of the most responsive sales, marketing and logistics teams in the industry.”


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