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Jonathan Yusen Named President & CEO Of New Jersey’s Allied Beverage

August 9, 2022

Industry veteran Jonathan Yusen has been appointed president of billion-dollar New Jersey wholesale player Allied Beverage, effective in November. He will add the title of CEO in January. Yusen will be joining Allied from William Grant & Sons, where he has most recently served as chief officer, network of distribution companies across the global business.

In his new role, Yusen will report to Jeffrey Altschuler, Allied’s current president and CEO, who will transition to the newly created position of executive chairman. “Allied’s market leadership, strong customer and supplier relationships, and positive team culture are a testament to the strength of its leadership team and the long-term vision of its shareholders, and I’m excited and humbled to lead such a well-respected company through its next stage of growth,” Yusen said.

Altschuler cited Yusen’s “commercial and marketing acumen, along with his focus on talent development and team performance,” as critical strengths to carry the organization forward. “Jonathan is assuming the CEO role as a veteran of the beverage alcohol industry and with many years of experience in family-held businesses,” added Allied executive vice president and partner Robert Harmelin.

Yusen began his career at General Mills, followed by U.S. and global leadership roles at Allied Domecq and Pernod Ricard, before joining William Grant in 2007 as its head of U.S. Marketing. He became president of William Grant & Sons USA in 2013, and along with predecessor Simon Hunt, was instrumental in raising the company’s profile in the U.S. market, where its volume now exceeds 3 million cases, led by Hendrick’s, Glenfiddich, The Balvenie, and others.

Allied Beverage is the eighth-largest spirits and wine wholesaler nationally, according to Shanken’s Impact Newsletter, with projected 2022 revenues of $1.385 billion. That positions it just ahead of another New Jersey distribution giant, Fedway Associates, which has projected revenues of $1.26 billion for this year.

In spirits, Allied’s portfolio includes Hennessy, Smirnoff, Absolut, Bacardi, Malibu, Jose Cuervo, Patrón, Don Julio, Jameson, Jim Beam, Jack Daniel’s, Crown Royal, Rémy Martin, the Macallan, and Glenfiddich, among others. Wine suppliers include Constellation, Jackson Family Wines, Moët Hennessy, Deutsch, Riboli, Trinchero, Delicato, Treasury Wine Estates, and Duckhorn, among others.

Headquartered in Elizabeth, New Jersey, Allied was formed in 1996 through the merger of F&A Distributing Co. and the Baxter Group Inc. In 2000, the Jaydor Corporation merged into Allied Beverage, followed by Breakthru Beverage of New Jersey (formerly R&R Marketing) in 2017, resulting in Breakthru’s minority shareholding interest in the company.—Daniel Marsteller

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