On-Premise Specialist - Statewide

Johnson Brothers · Birmingham

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Job Description:

Job Overview

We are seeking an enthusiastic and knowledgeable On-Premise Specialist to join our team in the liquor sales industry. This position plays a pivotal role in driving brand awareness and promoting our products in on-premise venues such as restaurants, bars, clubs, and hotels. The On-Premise Specialist will not directly sell to accounts but will support the sales teams by ensuring product availability, building relationships, executing brand activations, and providing training. The role is perfect for someone with a passion for the hospitality industry and a strong understanding of consumer preferences and trends.

Key Responsibilities

Sales and Account Management

• Build and maintain strong relationships with on-premise account owners, operators, and managers to foster long-term partnerships.

• Identify and develop new on-premise accounts to increase market share and brand presence in target venues.

• Manage and grow existing accounts by ensuring product availability, resolving issues, and recommending solutions to improve sales.

• Monitor and ensure the correct product mix and stock levels are maintained in key on-premise locations.

Brand Activation and Promotion

• Implement on-premise promotional activities, special events, and product tastings to engage customers and increase brand awareness.

• Execute brand marketing strategies and activations within restaurants, bars, hotels, and clubs, ensuring visibility and presence of our products.

• Coordinate with sales and trade marketing teams to align on campaign objectives and ensure consistent brand messaging in all on-premise locations.

• Ensure that promotional materials (e.g., signage, displays, menus) are in place and up-to-date.

Market Knowledge and Strategy

• Stay informed about industry trends, consumer preferences, and competitor activities within the on-premise market.

• Develop and implement territory sales plans that align with business goals and drive growth in key accounts.

• Share valuable insights with sales and marketing teams to inform strategies for growing brand presence and increasing sales within the on-premise sector.

Training and Education

• Provide training sessions and product education to on-premise staff, including bartenders, waitstaff, and managers, focusing on product knowledge, cocktail techniques, and upselling strategies.

• Equip on-premise staff with the tools and knowledge they need to effectively promote and sell products to consumers.

Collaboration and Reporting

• Track and measure the effectiveness of promotional activities and sales performance in on-premise accounts, providing regular updates to the sales and marketing teams.

• Collaborate with internal teams, including marketing, sales, and customer support, to ensure alignment and achievement of business objectives.

• Provide feedback to product development and marketing teams regarding consumer preferences and account needs.

Qualifications

• Education: High school diploma or equivalent; a degree in Business, Hospitality, Marketing, or a related field is a plus.

• Experience:

  • 2+ years of experience in the hospitality, liquor sales, or consumer goods industry, with a focus on on-premise account management or brand activation.

  • Experience working directly with on-premise venues such as restaurants, bars, and hotels.

  • Applicants must be at least 21 years of age and comfortable working with alcoholic beverages

• Skills:

  • Strong interpersonal and relationship-building skills, with the ability to engage and connect with diverse groups, including account owners, operators, and on-premise staff.

  • Excellent communication and presentation skills, with the ability to conduct training and deliver product knowledge.

  • Strong organizational skills and the ability to manage multiple accounts, tasks, and projects simultaneously.

  • Deep knowledge of the liquor industry, including trends, customer preferences, and competitor activities.

  • Ability to work collaboratively with cross-functional teams to drive business success.

• Certifications (Preferred but not required):

  • Alcohol service certifications.

  • Knowledge of mixology, spirits, and cocktail trends is a plus.

Johnson Brothers is an equal opportunity employer, committed to fair treatment and hiring based on qualifications. We prohibit discrimination based on race, color, religion, gender identity, sexual orientation, age, disability, military status, or any other protected status under applicable laws.

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