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.

Mike Milo

Mike Milo
Executive Vice President

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

Chris Mitchell

Chris Mitchell
Director of Business Development

John Lohr

John Lohr
Director of Operations

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