Breakthru Beverage Virginia
Welcome To

Breakthru Beverage Virginia

Breakthru Beverage Virginia is a wholesaler and brokerage operation. 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.

Formerly known as: Associated Distributors

We take pride in delivering our customers innovative solutions to help them build their businesses, and we are able to meet their unique needs because we have a best-in-class workforce of talented and nimble associates, we offer a diverse range of brands from the industry’s leading suppliers, and we consistently achieve operational excellence through strategic planning and our state-of-the-art facilities.

To meet the demands of the ever-evolving eCommerce landscape and provide our customers with a immersive and intuitive digital solution, we have launched BREAKTHRU NOW, our proprietary eCommerce platform. BREAKTHRU NOW provides customers with 24/7 access to our full product portfolio including real-time pricing and deals, detailed product information, and tools to help them manage their businesses anytime, anywhere.



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

Close Dale Farino

Dale Farino

Executive Vice President, Virginia

Dale F. Farino is the Executive Vice President of Breakthru Virginia, formerly Associated Distributors. 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
Vice President, Off Premise Sales

Vince Waldron Portrait

Vince Waldron
Vice President, On Premise Sales

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

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 





Japanese Beverage


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