Breakthru Beverage Virginia

Welcome To

Breakthru Beverage Virginia

Breakthru Beverage Virginia is a wholesaler and brokerage operation formerly known as Associated Distributors. Serving as the critical link between wine and spirits suppliers and retail outlets, the company was formed in 2006 when Sunbelt acquired a 50 percent interest in the company from its now former partners, the Rogers family.

Leadership

Supporting the company's core operations and strategic vision is the Breakthru Beverage Group leadership team.

Dale Farino

Dale Farino

President, Virginia

Dale F. Farino is the President of Breakthru Beverage Group in Virginia, formerly Associated Distributors, guiding the company’s operations throughout the Old Dominion State. As President, he implements the company’s overall goals and national vision in the region, aligning the corporate plans with the state’s unique business.

Dale is a veteran of the beverage industry as well as the United States Marine Corps, where he attained the rank of Captain and held several commands. Following his time in the Corps, he entered the beverage industry with the Coca-Cola Bottling Company of New York before moving on to serve as Director of Operations for Tidewater Wholesalers in Suffolk, VA.

After leaving Tidewater, Dale joined Associated Distributors as Operations Manager. He quickly moved into a leadership role as Vice President, Operations and Administration, and has also served as Executive Vice President Chief Operating Officer, Executive Vice President General Manager, and Chief Financial Officer.

Dale graduated from the University of Richmond with a degree in Economics.

Ray Fields

Ray Fields
Executive Vice President Sales, Virginia

Bob Kovalcheck

Bob Kovalcheck
Vice President Distilled Spirits, Virginia

John Lohr

John Lohr
Vice President Analytics & Capabilities, Virginia

Michelle Whitfield

Michelle Whitfield
Senior Director Finance, Virginia

Rob Patton

Rob Patton
Senior Director Human Resources, Virginia

Our Brands

Whether looking for wine or spirits, we've got what you need. Peruse our portfolio of the most eclectic, sought-after and best-tasting beverages around.

See Brands 

Wine

Spirits

Beer

Craft

Japanese Beverage

Non-Alcoholic

Become a Customer

Backed with a portfolio that is unrivaled, Breakthru Beverage is proud to call the industry’s elite suppliers our partners. Investments in facilities, technologies and our people ensure best-in-class service of the brands you want, when you need them. Learn more about how we can do business together.

Contact Us