Our Story

Synonymous
with Service & Quality

Empire Merchants North was formed in February 2007 from the merging of Colony Liquor & Wine Distributors and Service-Universal Distributors, two companies whose roots reach back to the end of Prohibition. The result is Upstate New York’s premier wine and spirits distributor, proudly building on decades of experience.

With state-of-the-art facilities and a dedicated team of over 700 knowledgeable and well-equipped employees, Empire Merchants North has become synonymous with both service and quality, earning the loyalty of more than 9,000 restaurants, bars, hotels, nightclubs and retail outlets.

Our Leadership Team

Eric Pfeil

President/Chief Executive Officer

Carol G. Brown

Executive Director of Human Resources

Sales Division Leadership

Joe Benny

General Manager,
Royal Division

Timothy J. Cullen

General Manager, Imperial Division

Michael Lynch

General Manager, Phoenix Division

Keith Poole

General Manager, United Division

Eric Pfeil

President/Chief Executive Officer

Eric is a graduate of the University of Michigan, with a degree in Business Economics and was formerly the Executive Vice President of Breakthru Beverage of Florida. His responsibilities included overseeing all sales, sales execution, finance, pricing & programming, supplier relations, retail & on-premise chains, operations, human resources, events and data analytics. During his 16-year tenure at Premier Beverage, now Breakthru Beverage, Eric held multiple leadership positions, including General Sales Manager for South Florida, and Vice President of Sales.

Eric’s career in the wine and spirits industry spans many years including prior management roles both domestically and internationally. At the E & J Gallo Winery, he was a Regional Manager in Texas, managing all sales and chain activity for Texas, Louisiana, Arkansas and Oklahoma. From there, he moved to Tokyo, Japan to be the Sales Director for E&J Gallo Japan, where he managed over a million cases of Gallo in both the chains and the local independents. In Japan, Eric managed a Japanese sales team of over 100 sales reps and managers, as well as over 40 wholesalers nationwide. His industry experience also includes his work as General Manager of Johnson Brothers Liquor Company Tampa, Florida managing over 2 million cases of Gallo, as well as his work as Vice President of Republic Beverage‘s Texas Wine Company, where he started an organization that included the first statewide chain team, statewide pricing and programming and managing all the Republic/Block/Schepps Suppliers on a statewide basis.

Toll Free: (800) 724-3960
Email: epfeil@empirenorth.com

Carol G. Brown

EXECUTIVE DIRECTOR of HUMAN RESOURCES

Carol G. Brown is the Executive Director of Human Resources at Empire Merchants North. Carol joined Service-Universal Distributors in January 1983 as the Office Manager, overseeing the Syracuse operations. In 1998, she was promoted to the role of Director of Human Resources for Service-Universal Distributors. With the merger of Colony Liquor & Wine Distributors and Service-Universal Distributors, Carol became the Executive Director of Human Resources, responsible for the design and implementation of all Human Resources strategies, policies and processes throughout the company. In addition to her involvement with Human Resources, Carol also oversees all safety-related functions for Empire Merchants North. Carol received a Bachelor of Arts degree in business administration from Lycoming College.

Joe Benny

GENERAL MANAGER,
ROYAL DIVISION

Joe Benny began his career working his way through college and graduate school in the restaurant business, where he held various management roles. He joined Wine Merchants in 2004 as an on-premise Sales Representative. Joe was promoted to on-premise Brand Manager for the E&J Gallo portfolio at Colony Liquor & Wine. In June 2008, Joe joined the E&J Gallo Winery as State Manager, on premise, for Massachusetts. In October 2011, he was promoted again to State Manager, retail, for New Jersey, and soon after to Area Manager for the Fine Wine portfolio. In July 2013, he was made the Director of Fine Wine Retail for the Midwest Region and relocated to Chicago. In January 2014, he returned to Upstate New York to become the General Manager of the Royal Division at Empire Merchants North. He is a graduate of Siena College and holds an MBA from the State University of New York at Albany.

Phone: (518) 730-1126
Email: jbenny@empirenorth.com

Timothy J. Cullen

GENERAL MANAGER, IMPERIAL DIVISION

Timothy J. Cullen, general manager of the Imperial Division at Empire Merchants North, grew up and went to school in Oswego, New York, where his family owned and operated a wine and spirit retail store for over forty years. In 1986, after years assisting with the family business, he began his career as a merchandiser with Peerless Imports. Later, Tim moved to Colony Liquor & Wine Distributors and served as a sales representative in a number of different divisions. While a sales representative, he won multiple CC Society Man of the Year awards. He then became Diageo’s director of sales for Western New York. In 2003, Tim moved to Eber Bros. Wine and Liquor Corporation to take on the role of general manager. In 2007, he became general sales manager with Service-Universal Distributors and remained in that position through the merger of Colony Liquor & Wine Distributors with The Charmer Sunbelt Group.

Phone: (518) 730-1135
Email: tcullen@empirenorth.com

Michael Lynch

GENERAL MANAGER, PHOENIX DIVISION

Michael Lynch is the General Manager of the Phoenix Division of Empire Merchants North. Mike is a 16-year industry veteran, starting his career as a Schieffelin & Somerset account development specialist for Service-Universal Distributors. He spent nine years at Service-Universal in several roles, most recently as the Vice President of Sales and Marketing for the East. Mike became the General Sales Manager for the Majestic Division in September of 2007, when Service-Universal and Colony Liquor & Wines consolidated. In 2009, Mike became the General Manager of the Alliance suppliers, and subsequently led the development of the dedicated Alliance Division for Brown-Forman, Bacardi and Rémy Contreau. Mike graduated from Empire State College, State University of New York, with a Bachelor of Science degree in business management.

Phone: (518) 730-1164
Email: mlynch@empirenorth.com

Keith Poole

GENERAL MANAGER, UNITED DIVISION

Keith Poole is the General Manager of the United Division at Empire Merchants North. Keith is a 17-year industry veteran, having started his career as a supplier with Seagram Americas, where he held Operations Manager and State Manager positions in Upstate New York and New Jersey. After Seagram Americas was sold, he worked for Allied Domecq, where he was the New Jersey Business Manager. In 2004, Keith transitioned to the wholesale tier as the Allied Domecq business manager for Service-Universal Distributors. When Service-Universal merged with Colony Liquor & Wine, Keith assumed the role of director of trade development for the Diageo portfolio. In 2011, Keith was promoted to the General Manager of the Regent Division at Empire Merchants North. Keith is a graduate of the State University of New York at Plattsburgh, with a Bachelor of Science degree in business marketing.

Phone: (518) 730-1180
Email: kpoole@empirenorth.com

Dear Valued Customer,
The health and safety of our employees and customers continues to be our top priority every day, but especially during the COVID-19 Coronavirus. We are fortunate thus far to have been able to operate in this environment and continue to support our customers by taking orders and making deliveries.
We have taken some key steps to support the health and welfare of our customers and employees. These are just a few of them:
• We have enhanced our cleaning procedures in our offices and warehouses per the CDC guidelines.
• All delivery drivers and warehouse workers have been instructed to use gloves, masks and hand sanitizer.
• Our facilities managers are installing HEPA filters throughout our buildings to help reduce the presence of COVID-19 in the air.
• Daily screening, which includes a temperature check and a health screening assessment is a requirement for all associates and visitors
• Social distancing must be maintained between individuals at all times
• Face masks or an acceptable face covering must be worn in common areas including lobbies and when traveling around the office.
Due to the circumstances related to COVID-19, you may experience longer than expected wait times when reaching out to our Customer Service and COD departments. Additionally, there may be a possible delay in your deliveries. We are working diligently to handle your orders and customer service needs as quickly as possible.
Throughout this uncertain time, we are thinking about all of you and will keep you informed if anything should change in the upcoming days or weeks. You will find updates on our website.

Thank you for your patience and cooperation during this time.