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Sara Harmelin
Vice President of Portfolio Development at Allied Beverage Group, one of the largest single-state alcohol distributors in the U.S. She is the gatekeeper of innovation, vetting new brands and line extensions.
Best podcasts with Sara Harmelin
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Jul 9, 2025
• 1h 2min
72: What Distributors Really Want: A Candid Guide for Founders with Sara Harmelin of Allied Beverage - Business of Drinks
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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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