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Vice President of

Digital Innovation

Sara Harmelin  is the Vice President of Digital Innovation at Allied Beverage Group.

Appointed to the new role of Vice President of Digital Innovation in 2021, Sara began leading Allied’s foray into Digital Strategy and E-commerce in the Spring of 2020, enabling the company to quickly develop capabilities in this area. She works closely with internal marketing teams and external partners like Provi and Drizly, and serves as Project Manager on Allied’s complete digital infrastructure transformation project.

Sara started at Allied as part of the High Performance Leadership Program before shifting into Sales. For most of her tenure, Sara served as a Field Sales Manager in two divisions, covering on-and-off premise accounts alike, while holding other responsibilities in the company including Innovation and branding, and played an instrumental role in the planning of Allied's new office and warehouse facility. Prior to joining Allied, Sara had careers in fashion merchandising and television development. 


Like her father and grandfather before her, Sara is highly involved with the Wine & Spirits Wholesalers of America, serving as an officer on the Council for Leadership Development, Wholesaler Representative on the ACCESS Board and holding positions on other WSWA councils. Sara is active with Women’s organizations such as Women of the Vine & Spirits and hopes to guide and pave the way for more women in the industry.


Sara graduated from Cornell University with a BS in Communications. She is a certified Yoga instructor and resides in New York City.


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