On-Trade Sales Manager

Job description

On-Trade Sales Manager – London

Ellers Farm Distillery | Dutch Barn Vodka & 6 O’Clock Gin

The Opportunity

Ellers Farm Distillery is building the next generation of premium British spirits brands. Challenger in mindset, uncompromising on liquid quality, and culturally relevant on-trade.

 

With Dutch Barn Vodka and 6 O’Clock Gin, we are entering a focused growth phase across London’s on-premise. This is a rare opportunity for an experienced London operator to take real ownership of a territory, backed by brands that already have momentum, credibility, and ambition.

 

This is not a brand-builder-in-waiting role. It is for someone who already understands the London on-trade, has genuine relationships behind the bar, and wants to scale brands that deserve to win.

 

The Role

You will be responsible for winning, growing, and defending high-quality on-trade accounts across London, with a focus on cocktail-led bars, premium pubs, hotels, and influential hospitality groups.

This is a hands-on sales role, not a desk job. You’ll be in the market daily—opening doors, building advocacy, activating menus, and ensuring our brands earn their place on the bar and on a cocktail list.

You will work closely with the wider on-trade team and distributor partners, while maintaining full accountability for your patch.

 

Key Responsibilities

Account Acquisition & Growth

• Win new on-trade listings for Dutch Barn Vodka and 6 O’Clock Gin across Greater London. 

• Target best in class cocktail bars, UK Top 50 cocktail bars, premium pubs, hotels, and trend-leading operators. 

• Convert trial into permanent distribution through menu placement, staff advocacy, and visibility. 

Relationship Management

• Build deep relationships with bartenders, bar managers, and owners

• Become a trusted brand partner—not just another rep

• Own key accounts end-to-end, including pricing, pours, menus, and promotional activity

Brand Building

• Act as a brand ambassador in-market—educating, storytelling, and leading tastings

• Support activations, guest shifts, and industry events that drive credibility and buzz

• Ensure brand standards are upheld across all touchpoints

Wholesale Collaboration

• Work closely with wholesale sales teams to prioritise the right accounts

• Pull product through, not push it

• Provide clear market feedback to inform strategy and execution

 

Who This Role Is For

This role is for someone who:

• Has 5+ years of proven on-trade spirits sales experience in London

• Already has strong existing relationships across the London bar and hospitality scene

• Knows how to win against global vodka and gin incumbents—and enjoys the fight

• Is commercially sharp but culturally fluent

• Wants autonomy, responsibility, and real impact—not layers of approval

You are likely someone who:

• Has worked with premium or super-premium spirits brands

• Is respected by bartenders and operators

• Understands that great brands are built one account at a time

• Is motivated by growth, momentum, and building something meaningful

 

What Success Looks Like

• Strong rate of new account wins within the first 90 days

• Menu placements in influential London venues

• Growing distribution depth and repeat orders

• Visible brand advocacy within the bartender community

• Ellers Farm brands becoming known, asked for, and respected in the UK On-trade

 

Why Join Ellers Farm

• Challenger brands with real stories, quality liquid, and ambition

• Opportunity to shape the London on-trade strategy from the ground up

• Fast-moving, entrepreneurial environment with high standards

• A seat at the table as the brands scale

• Competitive salary

Extra information

Status

Open

Education Level

Secondary School

Location

City of London

Type of Contract

Full-time jobs

Published at

01-02-2026

Profession type

Sales

Full UK/EU driving license preferred

No

Car Preferred

No

Must be eligible to work in the EU

No

Cover Letter Required

No

Languages

English