Harlem Standard Announces Mid-Atlantic Partnership With Breakthru Beverage Group

August 8, 2023

Harlem Standard, the premium proprietary blended whisky hailing from the heart of Harlem, New York, has forged a dynamic five-year distribution alliance with Breakthru Beverage Group.

A prominent force in the beverage distribution realm, Breakthru operates extensively across the United States and Canada. This strategic partnership designates Breakthru as Harlem Standard’s exclusive distributor within the vital Mid-Atlantic markets encompassing Maryland, Delaware, and Washington, D.C.

Brian DiMarco, the Founder and Master Blender of Harlem Standard, expressed his enthusiasm about this collaboration, stating, “Harlem Standard is excited to join forces with Breakthru Beverage in these pivotal national markets. Breakthru’s seasoned team of sales experts, coupled with their strategic route-to-market approach, resonated with us as vital attributes of a robust wholesale partner. This symbiotic distribution venture will facilitate our geographical expansion and intensify our focus on novel accounts.”

Embarking on its venture into the Mid-Atlantic region, Harlem Standard, which made its debut in 2020, anticipates a threefold augmentation of its whiskey portfolio. This expansion transcends its current markets, spanning New York, New Jersey, Tennessee, Georgia, and Florida. The announcement comes at a juncture where Harlem Standard is experiencing revenue escalation within its core existing markets, outperforming industry benchmarks in the luxury and ultra-premium whiskey sectors.

Breakthru’s Vice President of Business Development – Craft and Emerging Spirits, Drew Levinson, shared the enthusiasm for this new addition to their beverage portfolio. He emphasized, “We’re delighted to welcome Harlem Standard into our array of beverage brands. Their commitment to process, community, and flavor resonates with the premium qualities that discerning consumers seek. As the whisky segment continues to spearhead the premiumization trend, we look forward to catalyzing Harlem Standard’s nationwide growth, offering consumers novel and intricate whisky blends.”

Harlem Standard’s genesis is rooted in the Prohibition-era Uptown Renaissance, where Bourbon and music intertwined to craft a spirited narrative over generations and cultures. Employing a fusion of traditional and contemporary techniques, Harlem Standard employs top-tier ingredients, including iron-free and calcium-rich limestone water, to craft a nuanced and harmonious flavor profile. With its origins in Harlem and its blending artistry perfected in Bardstown, Kentucky, Harlem Standard boasts a portfolio encompassing Straight American Whiskey, 93-Proof Bourbon Straight Whiskey, and 111-Proof Bourbon Straight Whiskey. Akin to the rhythms of jazz, each sip of Harlem Standard takes imbiders on a journey through time, reliving an American saga of artistry, resilience, and unity. Moreover, a portion of the proceeds from each bottle supports the Jazz Foundation of America’s Musicians’ Emergency Fund.

Breakthru Beverage Group, a leading player in the alcohol wholesaling sector, boasts a comprehensive beverage alcohol portfolio spanning spirits, wine, and beer. Operating as a staunch advocate for diversity, equity, and inclusion, Breakthru actively supports an array of notable organizations and local charitable initiatives across its expansive North American footprint. Through its agile and astute approach to sales, marketing, and operations, Breakthru cultivates a harmonious balance between tradition and innovation. The active involvement of family ownership underscores the business’s commitment as stewards of heritage and champions of innovation.

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