General Manager / Commercial Sales Director – Spirits

About the role

This position is the UK General Manager and Commercial Lead for a European spirits brand. The role combines full P&L responsibility with hands‑on sales leadership, driving distribution growth across wholesale and retail channels.

Key responsibilities

• Prepare and own the annual Business Plan for the UK market.
• Monitor, update and share monthly business performance, ensuring targets are met.
• Coordinate closely with headquarters and the UK finance/operations team.
• Report transparently on pipeline, negotiations and progress.
• Oversee operational topics linked to supply, launches and partner relationships.
• Identify, approach and onboard new distributors and wholesalers.
• Lead negotiations with cash‑and‑carry operators, wholesalers, retail buyers and key independent accounts.
• Support new listings and expand the distribution footprint across all channels.
• Conduct regular field work alongside distributor sales teams and negotiate directly with on‑trade outlets.

Required profile

• Proven senior experience in UK spirits sales or a related beverage category.
• Existing network of UK wholesalers, cash‑and‑carry operators and key retail buyers.
• Hands‑on, self‑driven attitude with a track record of rebuilding and growing a business.
• Strong commercial acumen and ability to manage a country‑level P&L.
• Excellent negotiation skills and a pragmatic go‑to‑market mindset.

Required skills