Area Sales Manager UK (Spirits FMCG)

🔒 Confidential Employer
Posted 24 March 2026
LOCATION
London
TYPE
Full-time
LEVEL
Mid-Senior level
SALARY
£80,000 / year
CATEGORY
Sales, Marketing and PR
This employer holds a UK Home Office sponsor license — sponsorship for this specific role is at the employer’s discretion

SKILLS

Sales Management Wholesale Negotiation Distribution Market Analysis Business Development Account Management Sales Strategy

FULL DESCRIPTION

Area Sales Manager UK (Spirits FMCG)

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.

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
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