Breakthru Beverage Group to Merge N.J. Business With Allied

Breakthru Beverage Group, a major distributor of wine and spirits with operations in 15 states, is merging its business in New Jersey with Allied Beverage Group, the state’s largest distributor of alcoholic beverages, company officials said.


The combined business will have more than $1 billion in annual revenue and 1,100 employees, plus a combined fleet of 10 tractors, 172 straight trucks and 31 trailers, based on registration data on file with the U.S. Department of Transportation.

Greg Baird, president and CEO of Breakthru, said joining forces with a company like Allied “will allow us to provide our customers and suppliers with access to even greater resources, tools and capabilities.”

Jeffrey Altschuler, president of Allied, said, “We are very excited to bring our two leading organizations together, and we look forward to making history in this state and in our industry.”

Neither Baird or Altschuler provided any more details about the merger or terms of the transaction.

Breakthru Beverage Group was created in 2015 by a merger between Chicago-based Wirtz Beverage Group and Charmer Sunbelt Group, which is based in New York City. The company has since made at least one acquisition, picking up C.R. Goodman Cos., a wholesale distributor of craft and import beer in Colorado, in 2016.

In addition to Colorado, Breakthru distributes alcoholic beverages in Minnesota, Maryland, Wisconsin, Illinois, Florida, Washington, D.C., Pennsylvania, South Carolina, Nevada and Arizona. The company also has operations in Canada. The U.S.-based fleet consists of 176 tractors, 655 straight trucks and 206 trailers, based on DOT data.