Senior Sales Manager-Spirits

SENIOR SALES MANAGER - SPIRITS

LOCATION:

Nyetimber Group London Office

REPORTS TO:

Group Head of Off Trade Sales UK

RESPONSIBLE FOR:

No direct reports

COMMUNICATORS :

Position works with Sales team members, Brand Ambassadors, Trade Marketing, Sales Logistics and Brand.

MAIN PURPOSE:

The Senior Sales Manager is responsible for driving sales growth, brand presence and distribution of Nyetimber’s spirits portfolio across London’s most important on- and off-trade accounts.

This strategic role requires the ability to engage credibly with whisky specialists, collectors, expert retail teams and bartenders, building trusted relationships that enhance brand advocacy and deliver commercial success. The successful candidate will combine deep category expertise with strong commercial acumen to identify growth opportunities, execute best-in-class brand activations and strengthen The Lakes Distillery’s position within the luxury spirits market.

SCOPE:

Given the importance of specialist whisky retailers within the customer base, the successful candidate will have a strong understanding of the premium and collectible whisky category. The role is responsible for managing a portfolio of key luxury retail and specialist merchant accounts, including Master of Malt, Hedonism, The Whisky Shop, and Berry Bros. & Rudd.

Key responsibilities include driving sales performance, delivering impactful brand activation, and developing long-term strategic partnerships across the account base.

The successful candidate will build strong relationships with buyers, merchandisers, marketing teams, store managers and wines and spirits advisors to ensure the brands are effectively represented and promoted in line with the Group’s luxury positioning.

In addition, the role is responsible for growing brand presence and sales within the London on trade. This includes managing key spirits wholesalers such as The Whisky Exchange Trade, Venus, and The Drinks Club, while expanding The Lakes Distillery’s presence across London’s leading luxury hotels, bars and restaurants through the development of strong customer partnerships and targeted activation initiatives.

VALUES & MOTIVATORS:

PIONEER

Nyetimber is the pioneer of English Sparkling Wine. To be a pioneer means ‘to not follow’ and this spirit is central to how we all think and operate when setting out plans and direction for the brand.

Exceptional goes beyond wine making, it extends to every touch point of the brand. At every possible opportunity Nyetimber should difference itself with faultless and high-quality execution and service.

EXCEPTIONAL

Exceptional goes beyond wine making, it extends to every touch point of the brand. At every possible opportunity Nyetimber should difference itself with faultless and high-quality execution and service.

JOIE DE VIVRE

A feeling of joy, happiness and sophisticated love of life that will give us an emotional connection to our customers around the world.

Responsibilities

Account Management & Commercial Growth

• Build and maintain strong commercial relationships with buyers and decision makers across luxury retailers, whisky specialists, wholesalers, fine wine merchants and the London-on-trade.
• Deliver year-on-year growth in volume and value across assigned accounts in line with budget and KPI targets.
• Identify and secure new listings for The Lakes Distillery portfolios across specialist retailers, merchant, wholesalers, hotels, restaurants and bars.
• Negotiate commercial agreements, trading terms and promotional activity with customers throughout the year.
• Lead the Joint Business Planning (JBP) process with key customers under the strategic direction of the Head of Sales Off Trade.

Brand Activation & Marketing

• Collaborate closely with the Trade Marketing and Brand teams to design, develop and execute high-impact activations that strengthen each brand’s premium positioning and enhance consumer engagement.
• Plan and execute customer activations including tastings, store events, digital promotions and seasonal campaigns.
• Deliver flagship activations with key customers.
• Ensure strong brand visibility, uphold exemplary merchandising standards and maintain exceptional product presentation across all retail environments.

Customer Engagement & Brand Advocacy

• Act as a category expert for The Lakes Distillery within the London on and off-trade.
• Confidently present whisky to…