Location

United Kingdom (field-based / flexible)

This is a fantastic opportunity for a commercial/UK sales management professional coming from the Spirits Sales environment to join a European spirits brand as the UK General Manager/Commercial Lead. The GM for the UK will be the primary driver of the distribution, together with an EU importer, and will oversee operations and P&L for the business in the UK.

We are looking for a hands-on, self-driven General Manager who will personally rebuild and grow the UK business with a primary focus on SALES:

• expanding distribution

• negotiating with retailers, wholesalers and C&C operators,

• developing a pragmatic go-to-market and supply model,

• working actively in the field, not from presentations.

The ideal candidate already possesses an active network of UK wholesalers, Cash & Carry operators, and key retail buyers, enabling immediate commercial engagement and accelerating listings and distribution.

The candidate will furthermore be responsible for the country P&L, ensuring profitability is in line with group expectations, preparing and updating the annual Business Plan, and monitoring and sharing monthly progress internally.

Responsibilities

P&L & bottom-line results

• Prepare the annual Business Plan for the country

• Monitor, update and share internally business performance on a monthly basis

• Propose and implement actions to achieve the annual volume and financial target

Coordination & Reporting

• Close coordination with HQ and the UK finance / operational function

• Clear and transparent reporting on pipeline, negotiations, and progress

• Oversight of operational topics linked to supply, launches, and partners

Commercial & Sales

• Develop sales in the UK market

• Identify, approach, and onboard new distributors/wholesalers (regional and national)

• Lead negotiations with Cash & Carry operators, wholesalers, retail buyers, and key independent accounts

• Review and improve commercial terms with existing partners

• Support new listings and expansion of distribution footprint across wholesale and retail channels

Field Execution

• 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

Market & Business Development

• Identify, prepare and put in place a business strategy in the off-trade (channel strategy, target sales vs competitors, price positioning, sales support)

• Proactively propose practical distribution and go-to-market solutions

• Collect and relay market feedback on pricing, portfolio fit, competitors, and retail dynamics

• Contribute to realistic growth plans

Key Skills

• Proven experience in the UK alcohol market (spirits, wine, or beer)
• Senior and leading roles in commercial/sales dept, held in the recent past in leading companies, preferably in the spirit industry
• Existing network and recent direct contact with buyers/category managers within the alcohol beverage departments of major UK retail chains
• Strong hands-on background in wholesale, Cash & Carry, and traditional trade
• Demonstrated ability to open doors, negotiate, and close deals independently
• Strong understanding of listing processes and commercial negotiations with UK grocery and retail groups
• Willingness to spend significant 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
• Practical, resilient, and commercially minded

Job Advantages

• Opportunity to play a leading role in rebuilding retail and wholesale presence for a historically recognised spirits brand in the UK market
• High level of autonomy and real impact on results
• Potential for growth