Regional Sales Manager - Asia
Premium & Luxury Spirits
An award-winning, fast-growing premium spirits business is seeking an experienced Regional Sales Manager - Asia to lead and accelerate growth across some of the most strategically important whisky and spirits markets in the world.
This is a high-impact international role, offering ownership of a diverse and dynamic region spanning North Asia and South East Asia, with a portfolio that sits firmly in the premium, super-premium and ultra-premium space.
The Opportunity
You will be responsible for shaping and executing the commercial strategy across Asia, balancing established prestige markets with high-growth emerging territories. Working closely with distributors, key customers and internal stakeholders, you will play a critical role in driving sustainable growth, strengthening brand presence, and unlocking long-term value across the region.
This role combines strategic leadership with hands-on market engagement and is ideal for someone who thrives in complex, multicultural environments and enjoys building brands as much as delivering numbers.
Key Focus Markets
- North Asia: Japan, South Korea, Taiwan, Hong Kong
- South East Asia: Singapore, Thailand, Indonesia, Malaysia, Vietnam, Philippines, Cambodia
What You’ll Be Doing
- Own and deliver the regional commercial strategy across Asia, aligned to global business objectives
- Drive sales, profit and volume growth across a varied portfolio of premium and luxury spirits
- Lead distributor relationships, including appointment, performance management, and joint business planning
- Negotiate commercial agreements, pricing strategies, and trade investment plans
- Identify new route-to-market opportunities and expansion potential in developing markets
- Act as the regional voice for Asia, providing insight on market trends, consumer behaviour and competitive activity
- Work cross-functionally with marketing, finance and supply chain to ensure flawless execution
- Manage and develop a direct report, fostering a high-performance, accountable culture
- Travel extensively across the region to support partners, customers and brand visibility
What We’re Looking For
- Significant commercial experience within spirits, wine or premium beverages, ideally with Scotch whisky exposure
- A proven track record of managing distributors and driving growth across multiple Asian markets
- Strong commercial judgement, negotiation skills and P&L ownership
- Deep understanding of route-to-market models, regulatory environments and cultural nuance in Asia
- Comfortable operating at both strategic and executional level
- Fluent in English; Asian language skills are a strong advantage
- Willing and able to travel extensively
Why This Role?
- Opportunity to lead a strategically critical region with real autonomy and influence
- Work with a highly awarded, globally recognised premium portfolio
- Balance of established prestige markets and exciting growth territories
- Genuine ability to shape strategy, not just execute it
- International exposure within an ambitious, entrepreneurial business