Joseph Fisch Smelled Opportunity Early. Now His U.S. Beverage Marks 20 Years

U.S. Beverage (USB), the No. 1 independent beer importer in the U.S., was founded in 1997 by CEO Joseph Fisch. It has grown from a small business representing six brands to a Top 10 U.S. imported beer and specialty beverage company, and the largest independent importer of beer in the U.S. Formed by two partners at its start, USB today is made up of over 40 employees, and proudly boasts over 500 years of collective industry experience via the company’s top-flight management team.

“Successful companies are able to identify a gap between supply and demand, and present an innovative solution for bridging that gap,” said Fisch. We interviewed him recently, and you can hear the interview here on Beverage Barons.

“When founding USB in the mid ’90’s, the business opportunities within craft and imported beer were becoming evident as consumption and demand continued to grow, with many brands seeking greater access to the U.S. market but lacking the know-how required to achieve stateside sales and distribution. With no clear leadership on the independent side, USB determined to bridge that gap and fill a void in the industry by streamlining the sales and distribution of a portfolio of International beer brands, domestic craft beer, ciders, and non-alcoholic brands. 20 years later, we are proud to be the #1 Independent Beer Importer in the United States. As a result, we believe the future of U.S. Beverage is extremely bright”.

Since its founding, U.S. Beverage has enhanced its commitment to furthering the sales, marketing, and distribution efforts for a diverse portfolio of award-winning brands from Canada, Eastern and Western Europe, the Caribbean, Latin America, and S.E. Asia, as well as the U.S.A. Many of these brands are leaders in their home markets, and have recognized USB’s value in expanding their brand footprints in the U.S. As USB continues to expand, established industry giants including Heineken and Pernod Ricard have also recognized this value, recently appointing USB as the United States importer of certain specialty brands under their umbrellas.

“We are proud to represent so many incredible brands, and are so pleased to have had the opportunity to help them pave their pathways to success in the states; something that would not be possible without the support of our committed and loyal employees throughout our 20 years,” stated Justin Fisch, VP-General Manager for USB. “We are honored by our longstanding relationships with supplier partners that share our values and aspirations, and look forward to furthering these relationships and making new connections in the world of beer for years to come.”

Over the past 20 years, U.S. Beverage has continued to evolve and expand, and most recently, has incorporated regional craft beers, ciders and specialty beverages to the company portfolio. U.S. Beverage has been instrumental in providing guidance and expertise to emerging brands in these fast-growing and competitive categories, and plans to strengthen the company’s growth trajectory with the addition of alcoholic and non-alcoholic beverages.

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