Wolfie's Whisky is one of the most exciting independent spirits brands in the UK right now, a whisky built on character, craft and culture. We're growing fast, and we need someone equally formidable to lead our charge into the London on-trade.

As On-Trade Sales Lead, you'll be the driving force behind our presence in London's bars, pubs and independent venues, and the architect of the commercial foundations that will take us further. This is a role for someone who doesn't wait to be pointed at opportunities. You'll see them, chase them down and convert them.

WHAT YOU'LL DO

New Business & Account Development

• Identify, target and win new on-trade accounts across London, focusing on quality bars, independent pubs and culturally relevant venues
• Build and actively manage a structured pipeline of target accounts, converting listings into long-term, high-volume partnerships
• Develop and maintain strong relationships across the trade, from bar managers and buyers to group purchasing teams

Rate Of Sale & Activation

• Drive consistent rate of sale across your account base through smart, insight-led activation planning
• Work hand-in-glove with our brand and culture teams to design in-venue experiences that create genuine engagement, not just a listing
• Identify and execute training, sampling and event opportunities that embed Wolfie's into the fabric of the accounts you manage

Wholesale & Distribution

• Build and manage key wholesale and distribution relationships to ensure seamless supply and consistent availability
• Work proactively with distribution partners to unlock scale, support range development and remove commercial friction
• Maintain accurate account and order data to support forecasting and planning across the business

ABOUT YOU

You're not looking for a desk job. You're energised by being on the ground, walking into a room and building something from scratch. Beyond that, you'll bring:

• Solid experience in on-trade sales within spirits, beer or FMCG, you know how the channel works and you've got results to prove it
• A genuine network within the London on-trade that you're proud of and ready to put to work
• The commercial sharpness to manage a pipeline, prioritise effectively and close
• A collaborative instinct, you'll work closely with brand, ops and leadership, and you'll enjoy it
• An entrepreneurial mindset: you're comfortable with ambiguity, energised by early-stage growth and motivated by ownership
• A passion for whisky and the wider drinks world, you don't need to be a connoisseur, but you care about the craft

WHY WOLFIE'S

• Real ownership, you'll help shape not just the sales strategy, but the brand's commercial identity in the trade
• A product people genuinely love, Wolfie's has earned its reputation through quality, not marketing spend
• A tight, talented team that moves fast and trusts each other
• Competitive salary, meaningful bonus structure, and benefits that reflect how seriously we take this hire
• The chance to be part of something that's just getting started

This is a pivotal position sitting at the heart of our Global Travel Retail function. As Commercial Manager, you will lead their direct business with World Duty Free Group across UK airports, including London Heathrow, Gatwick, Edinburgh, Glasgow, and Manchester, while also providing commercial support across APAC operations through their Singapore distributor.

You will manage a team of brand ambassadors, build lasting relationships with key buyers, and drive a portfolio of premium spirits brands to prominence in some of the world's most competitive retail environments. This is a hands-on, high-impact role for someone who thrives on both strategy and execution.

What You'll Do

Commercial & Financial Leadership

• Drive sales and grow market share across key airport locations, achieving budget targets and building long-term investment plans
• Own the P&L for your accounts, managing investment, product mix, pricing, and profitability
• Develop and implement sales strategies and promotional plans aligned to global GTR objectives
• Provide regular commercial insight and market intelligence to the MD, GTR
• Build and deliver annual business plans and long-term commercial frameworks

Customer & Relationship Management

• Manage the strategic relationship with World Duty Free Group at head office level
• Develop strong local relationships with key personnel across targeted airport locations
• Lead customer promotional planning and conduct quarterly business reviews
• Partner with the marketing team to align GTR activity with wider brand strategies
• Position the business as the partner of choice for key retail partners

Team Leadership

• Lead, motivate, and develop a team of brand ambassadors across UK airports
• Conduct regular in-person and virtual communication with your team
• Foster a high-performance culture, recognising success and providing constructive feedback

Who We're Looking For

You are a commercially driven, relationship-focused professional who brings:

• Exceptional commercial acumen with solid experience in P&L management, investment analysis, and ROI
• At least 2 years' experience in Global Travel Retail
• Proven ability to build and sustain strong relationships with major retail partners
• Strong negotiation and influencing skills, with the confidence to manage senior stakeholders
• Experience managing or mentoring field-based teams
• A self-starting, collaborative mindset, equally comfortable working independently and as part of a wider team
• Excellent organisational and communication skills, both verbal and written
• Proficiency in Microsoft Excel and the wider Office suite
• A valid UK passport and full willingness to travel, regularly within the UK, and internationally as required

Why This Role?

Join a growing premium spirits group with a genuine passion for quality, provenance, and innovation. You'll have real commercial ownership, a global remit, and the autonomy to make your mark across some of the world's most prestigious travel retail locations