Job Description

Regional Sales Manager, on-trade - Wine & Spirits

Lead. Inspire. Grow. Join The General Wine Company.

The General Wine Company is a family-run, independent business established in 1986, proudly supplying a wide range of wines, Champagnes, and spirits to multiple channels - on-trade, wholesale, retail and e-commerce. With trade customers located throughout the Home Counties, the South Coast, and extending into London, we have built a strong reputation for delivering high-quality products and personalised service.

We are now looking for an experienced and commercially-minded Regional Sales Manager to lead our Trade Sales Team, strengthen key relationships, and drive growth across our established customer base.

Key Responsibilities:

Team Leadership:

Inspire, manage, and develop the Trade Sales Team to meet and exceed performance targets while maintaining our reputation for exceptional service.

Sales Development:

Grow sales and profit across our territory by developing new accounts and expanding relationships with existing clients in restaurants, bars, hotels, and independent retailers.

Customer Management:

Build trusted relationships with customers understanding their unique wine, Champagne, and spirits needs and providing tailored solutions.

Product Promotion:

Represent a carefully curated portfolio of high-quality wines and spirits, offering expert advice and product training to our trade customers.

Strategic Planning:

Work with senior management to shape and execute the regional sales strategy in line with business goals.

Market Insight:

Monitor industry trends, competitor activity, and emerging opportunities.

Internal Collaboration:

Liaise with purchasing, marketing, logistics, and customer service teams to ensure smooth service delivery and promotional execution.

Reporting:

Deliver accurate forecasts, sales reports, and pipeline updates.

About You:

Proven experience in a sales management role, ideally within the wine, spirits, or premium beverage industry. Strong leadership and mentoring skills with a collaborative approach. Excellent relationship-building, communication, and negotiation abilities. Passionate about wine and spirits - WSET Level 3 or similar industry qualifications are a strong advantage. Commercially focussed, well-organised, and comfortable managing performance metrics. Valid UK driving licence and willingness to travel within the UK principally within our region and London and wider travel when required.

What We Offer:

Competitive salary plus performance-based bonus Car allowance Generous staff discount across our extensive product range Training and ongoing professional development A supportive, family-oriented work environment within a respected independent business
Job Type: Full-time

Pay: 40,000.00-55,000.00 per year

Benefits:

Company pension Employee discount Private medical insurance
Application question(s):

Do you have experience in the wine, spirits or premium beverage industry in the UK?
Experience:

sales or account management : 3 years (required)
Work authorisation:

United Kingdom (required)
Work Location: In person