Harlem Standard, the premium proprietary blended whisky born in Harlem, New York, has announced a five-year distribution partnership with Breakthru Beverage Group, a leading North American beverage distributor with operations across the United States and Canada. Breakthru will act as Harlem Standard’s exclusive distributor in the Mid-Atlantic markets of Maryland, Delaware, and Washington, D.C.
“Harlem Standard is thrilled to partner with Breakthru Beverage in these key national markets,” said Brian DiMarco, Harlem Standard’s Founder and Master Blender. “Breakthru’s deep bench of expert, consultative sales associates and route-to-market strategy stood out to us as key qualities of a strong wholesale partner. This distribution alignment will help us broaden our geographic reach and expand our focus on new accounts.”
With its move into the Mid-Atlantic region, Harlem Standard, which debuted in 2020, expects to triple its whiskey portfolio and expand from its current markets in New York, New Jersey, Tennessee, Georgia, and Florida. The announcement comes as Harlem Standard sees revenue growth in key existing markets and outperforms industry sales in the luxury and ultra-premium whiskey categories.
“We are excited to add Harlem Standard to our portfolio of beverage brands, as their commitment to process, community, and flavor represent top qualities we know consumers are looking for,” said Drew Levinson, Breakthru’s Vice President, Business Development – Craft and Emerging Spirits. “As whisky continues to lead the premiumization trend, we look forward to helping Harlem Standard grow across the U.S. and share their premium whisky blends with consumers looking for new, complex varieties.”