Horizon Beverage’s Wholesale Distribution History

Founder Morris Sims hired six salesmen, including son-in-law Arthur Epstein. This newly-minted beverage alcohol wholesale distribution company worked out of a garage in downtown Brockton. The team distributed Budweiser, Pabst Ale, Canadian Club Whiskey, Bacardi Rum, and Remy Martin Brandy among others throughout Southeastern Massachusetts & Cape Cod.

Morris Sims established a rich legacy of values at Brockton Wholesale Beverage, stressing the importance of supporting the local community and the passion to conduct business with honor and integrity. These values are the foundation of our company.

During World War II, distilleries stopped producing alcohol for general consumption and started producing alcohol for the war (medicinal purposes). At Brockton Wholesale Beverage and elsewhere this resulted in a greater focus on acquisitions as distributors found it difficult to count on a regular supply.

Morris Sims’ son-in-law Harold Rubenstein joined the company after serving in the Navy during World War II and graduating Harvard Business School. The leaders were now in place to take the wholesale distribution company into the future. Morris, Arthur & Harold would meet daily for lunch at Brockton’s YMHA to discuss growth plans and local civic matters.

Brockton Wholesale Beverage expanded its footing in Massachusetts, opening a Worcester operation to better server Central Mass retailers and restaurateurs.

During this time, no statewide distributors existed, allowing for a fractured industry. On the South Shore alone there were over 30 competing distributors. The marketplace couldn’t support this saturation, and distributors started going out of business. Arthur Epstein and Harold Rubenstein recognized that delivery service and sales relationships were of utmost importance, so they moved their operation to a bigger warehouse in Brockton and expanded the sales team anticipating their customers’ needs.

Morris's grandsons Rober "Bob" Epstein and James "Jim" Rubenstein joined the company. With the third generation in place, Brockton Wholesale Beverage continued to grow by focusing on building brands and gaining market share within its territory.

Brockton Wholesale Beverage acquired Colonial Liquors and the Seagram portfolio. The Company became the first distributor in the country to represent both the Seagram and Hiram Walker portfolios. Family dynamic allowed for this unprecedented move providing each portfolio with direct family management. Jim oversaw the Seagram business in the Coastal Division while Bob managed Hiram Walker, Bacardi, & Brown Forman businesses in the Premium Division.

Recognizing the importance of having a presence in the Boston market, Brockton Wholesale Beverage assembled a full-fledged sales force in downtown Boston and expanded territories north of Boston.

The Company expanded again and began servicing Western Massachusetts, achieving full state coverage.

Brockton Wholesale Beverage constructed & moved to a modern new facility in Avon, MA.

The Company purchased Boston Beverage, a Seagram wholesaler in downtown Boston. A number of other acquisitions followed, and the company continued to expand within Massachusetts.

A freestanding warehouse was built in Ludlow.

Identifying the need for dedicated channel expertise, the Company was one of the first distributors in the country to develop a division dedicated to sales primarily in bars and restaurants. The Stealth Division was created to meet the unique needs of the on-premise channel in Boston Proper.

1994: The Company continued to expand and purchased Girardi Wholesalers in Western Massachusetts, another Seagram House. 1998: The Company acquired Copley Fradin Distributors, Inc. and Central Beverage in Rhode Island.

The Company unified all companies and divisions across the region under the name Horizon Beverage Group. Horizon was now a regional beverage and alcohol wholesale distribution company.

Identifying the importance of point-of-purchase marketing, Horizon revolutionized the merchandising department. The Company developed new programs and IT functions to ensure that state-of-the-art support was available for all customers.

2000: Horizon purchased Capital Distributing, a Seagram house, completing the Seagram consolidation across Massachusetts. 2002: To develop creative, local point-of-purchase materials while meeting the time-sensitive needs of the customer, a full-time Graphic Arts department was formally established.

Coinciding with the acquisition of Robert Mondavi Wines, Horizon renamed its wine division in Massachusetts to Wine Marketing and began rapid expansion of the wine portfolio and sales support staff.

Horizon’s fourth generation of family leadership officially joined the company in 2004 providing ownership continuity and positioning the company for its next growth surge.  Horizon Beverage Group was delivering top-quality customer service and an expansive portfolio of products but the marketplace was changing. National accounts were entering the region.  Independent wineries, craft brewers and local distillers were rapidly expanding. Horizon created several new divisions and constructed a state-of-the-art facility to adapt to this changing marketplace.

Recognizing the success of channel dedicated resources, the Company began aggressively expanding the Stealth Division in Massachusetts.  In five years, the division tripled in size and now covers almost half of the state’s restaurant and bar business.

The Company acquired Wayne Beer Company in Rhode Island, fulfilling the Company’s strategic goal of having a dedicated beer division. Horizon purchased the outstanding shares of Copley Fradin Distributors (purchased in 1998) and began providing a fully-owned regional solution for its supplier partners in Rhode Island.

Origin Beverage was created to provide dedicated sales and marketing support for some of the finest craft beers, spirits and mixers as they entered the New England marketplace.

Horizon completed construction of a state-of–the-art facility in Norton, MA, with over 600,000 square feet of warehouse space and 70,000 square feet of office space. This became the corporate headquarters.

Trellis Fine Wines was created to provide dedicated sales and marketing support to independent wineries from around the world. 

Signature Brands Division was created, transforming the 28-year-old Wine Marketing sales support division into a fully-commissioned selling unit providing enhanced focus to top-tier wine and spirits programs.