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Founder @figuraticollective | Business Leader | Mentor | Mum of 4 & Autism Advocate

Job Title: Sales Manager, on-trade

Location: Home Counties & South Coast (with some travel to London)

Company: The General Wine & Liquor Company Ltd

Employment Type: Full-time

Job Title: Sales Manager, on-trade

Location: Home Counties & South Coast (with some travel to London)

Company: The General Wine & Liquor Company Ltd

Industry: Wine & Spirits

Employment Type: Full-time

The General Wine Company is a family-run, independent business established in 1986, proudly supplying a wide range of wines, Champagnes, and spirits to a strong portfolio of trade clients. With 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.

• 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 across the territory by developing new accounts and expanding relationships with existing clients in restaurants, bars, hotels, and independent retailers.

• Client Management: Build trusted relationships with premium clients, 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 trade customers.

• Strategic Planning: Work with senior management to shape and execute regional sales strategies in line with business goals.

• Market Insight: Monitor industry trends, competitor activity, and emerging opportunities across Hampshire, the South Coast, and London.

• 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.

• 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 focused, well-organised, and comfortable managing performance metrics.

• Valid UK driving licence and willingness to travel within the region and occasionally into London.

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

If you’re ready to lead a talented team and shape the future of wine and spirits sales for a proudly independent company, we’d love to hear from you.

Seniority level

• Seniority level

  Mid-Senior level

Employment type

• Employment type

  Full-time

Job function

• Job function

  Sales and Business Development

• Industries

  Wholesale Alcoholic Beverages

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