This is a field-based Area Sales Manager role, concentrating on the London (plus surroundings, overall UK) area of distribution for a high-quality FMCG (spirits) line of products. We are looking for an experienced Sales Manager, who is self-sufficient and hands-on, has sound relevant experience of selling alcohol products (spirits) across the UK area. Our client is a well-renowned brand, currently produced in Europe, which is in need of an enhanced sales strategy.

We are looking for a hands-on, self-driven Sales Manager who will personally rebuild and grow the UK business by: expanding distribution, negotiating with wholesalers and C&C operators, developing a pragmatic go-to-market and supply model, working actively in the field, not from presentations.

This is not a corporate or purely strategic role. It is a practical sales position with a high degree of autonomy and accountability.

Responsibilities

• Develop sales of the spirits brands in the UK market
• Identify, approach, and onboard new distributors/wholesalers (regional and national)
• Lead negotiations with Cash & Carry operators, wholesalers, and key independent accounts
• Review and improve commercial terms with existing partners
• Support new listings and expansion of the distribution footprint

• Regular field work alongside distributor sales teams
• Direct negotiations with retail and on-trade outlets where relevant
• Ensure execution of agreed pricing, availability, logistics, and listings

• Proactively propose practical distribution and go-to-market solutions
• Collect and relay market feedback on pricing, portfolio fit, competitors
• Contribute to realistic growth plans with limited investment and resources

• Close coordination with HQ and the UK finance and operational functions
• Clear and transparent reporting on pipeline, negotiations, and progress
• Oversight of operational topics linked to supply, launches, and partners

Key skills

• Proven experience in the UK alcohol market (spirits, wine, or beer)
• Strong hands-on background in wholesale, Cash & Carry, and traditional trade
• Demonstrated ability to open doors, negotiate, and close deals independently
• Willingness to spend time in the field, not only at the desk level
• Solid understanding of the UK route-to-market and key industry players
• Entrepreneurial, solution-oriented mindset
• Fluent English
• Highly independent and proactive
• Comfortable working with limited budgets and resources
• Results-driven rather than title-driven
• Practical, resilient, and commercially minded
• Not reliant on large teams or heavy marketing support

Job advantages

• Competitive fixed salary base
• Performance-based upside commission structure, with the final compensation structure to be discussed during the interview process
• Opportunity to rebuild a historically strong business in the UK market
• High level of autonomy and real impact on results
• Work with a well-known international brand
• Potential for growth alongside the recovery of the UK business