European Sales Manager - UK

This is a leading independent Scotch whisky and spirits business with decades of heritage and a strong reputation for innovation, authenticity, and excellence. With an unrivalled cask portfolio and award-winning brands, they are committed to sharing exceptional whiskies and spirits with consumers, collectors, and trade partners worldwide.

As part of their continued international growth, they are now seeking a commercially driven European Sales Manager to spearhead expansion across key markets.

The Role

This is a senior commercial role responsible for developing and executing sales strategies, managing distributor and customer relationships, and driving sustainable growth across European territories. It offers a balance of strategic planning, hands-on account management, and brand building.

Key Responsibilities

• Sales Growth & Strategy

  • Deliver revenue and distribution targets through well-defined market strategies.

  • Identify and secure new business opportunities with distributors, wholesalers, and premium accounts.

• Account & Distributor Management

  • Strengthen and manage relationships with existing partners, ensuring mutual success.

  • Negotiate commercial agreements and support partners to maximise brand presence.

• Brand Development & Activation

  • Collaborate with marketing to deliver impactful brand activations, tastings, and events.

  • Ensure brand positioning is consistent across all markets.

• Market Insight & Reporting

  • Analyse competitor activity, pricing, and consumer trends, sharing insights with the senior team.

  • Provide accurate forecasts, budgets, and performance reports.

• Travel & Representation

  • Represent the business at international trade fairs, customer visits, and key industry events.

Candidate Profile

They are looking for an ambitious, results-oriented sales professional with deep knowledge of premium spirits and a proven ability to grow international business.

Essential:

• At least 5 years’ sales experience within the premium spirits industry, ideally whisky.

• Established network of European distributors, wholesalers, and key accounts.

• Strong commercial acumen with evidence of delivering growth across multiple markets.

• Excellent negotiation, communication, and presentation skills.

• Fluency in English (additional European languages advantageous).

• Flexibility to travel extensively across Europe.

Desirable:

• Experience with independent or family-owned brands.

• Strong passion for Scotch whisky and spirits, with an understanding of production and heritage.