72: What Distributors Really Want: A Candid Guide for Founders with Sara Harmelin of Allied Beverage - Business of Drinks

Jul 9, 2025

Sara Harmelin, Vice President of Portfolio Development at Allied Beverage Group, discusses the ins and outs of beverage distribution. She reveals why Allied is investing in hemp-derived THC and how that shapes category expansion. Harmelin emphasizes the importance of timing and cross-functional collaboration in product launches. She also points out the necessity of lengthy vetting processes and the significance of understanding consumer preferences. Plus, she highlights how smart pricing and authentic branding are game-changers in the evolving beverage landscape.

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ANECDOTE

Career Crossroads Impact

Sara Harmelin transitioned from entertainment to fashion before joining beverage distribution.
She values understanding various industry roles to cultivate empathy and clear communication.

ADVICE

Empathy Through Cross-Training

Understand every function within your business to build empathy and communicate effectively.
Engage in cross-department rotations to gain firsthand experience and mediate interdepartmental conflicts.

INSIGHT

Hemp-Derived THC Focus

Allied Beverage bets heavily on hemp-derived THC based on evolving legitimacy and market demand.
They aim to lead category innovation, encouraged by younger demographics and industry acceptance.

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If you’ve ever wondered what it takes to get your brand into a top distributor — and actually stay there — this episode is essential listening.

We sit down with Sara Harmelin, Vice President of Portfolio Development at Allied Beverage Group, one of the largest single-state alcohol distributors in the U.S. Operating exclusively in New Jersey, Allied works with virtually every major supplier — from Diageo and Bacardi to Heaven Hill and Pernod Ricard — and moves more than 15,000 SKUs across the state. Sara is the gatekeeper of innovation: every new brand, line extension, and emerging category goes through her team first.

In this episode, Sara pulls back the curtain on the realities of portfolio building in a high-volume, high-stakes environment. She shares what works, what doesn’t, and how brands can avoid being lost in the warehouse shuffle.

You’ll hear:

Why Allied is betting big on hemp-derived THC — and what it means for the future of category expansion
What founders need to know about timing, incentives, and sales buy-in to make a successful launch stick
The portfolio committee process: how Sara brought in cross-functional decision-makers (including Gen Z) to vet brands from every angle
How Allied uses reorder rates and “rep touches” to decide if a new brand is worth the shelf space
Why 90-day launch plans — not splashy debuts — are the new industry standard for serious distributors
The one thing Sara wants every founder to leave at the door — and what you should bring instead

This episode also hits on the deeper shifts shaping the future of drinks distribution — from how generational change is influencing category preferences, to why flexibility, empathy, and brand authenticity are more important than ever.

Whether you’re launching a brand or scaling one, Sara’s insights will help you position your product for long-term success inside the distributor system.

Link from the interview: WSWA Access Resource Library

Last Call:

🚨 What’s next in beverage? We went to BevNET Live 2025 to find out.

In this Last Call segment of Business of Drinks, co-host Erica Duecy breaks down her top takeaways from one of the industry’s most future-focused events:

🔸 Functional and low/no alcohol drinks? No longer niche. They’re the expectation.

🔸 Premiumization is alive and well — but only if you’ve got the product education and social proof to back it.

🔸 + More takeaways!

Don’t miss our next episode, dropping on July 16.

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Erica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.

Instagram @ericaduecy

Scott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as Head of Search at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

Caroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.

Instagram @borkaline

SPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinks

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