SALES MANAGER - Beverage Alcohol

Job Description

About Maverick Distillery

Maverick Distillery is Ontario's largest privately owned craft distillery and one of Canada's most dynamic spirits companies. Since 2009, we've built a portfolio of award-winning brands including TAG No.5 Vodka, Barnburner Whisky, Ginslinger Gin, Cargo Rum, and Lunàtico Tequila (launching Q1 2026).

The beverage alcohol industry is fast-moving, creative, and relationship-driven-and we thrive in that space. At Maverick, we combine entrepreneurial energy with disciplined execution, modern tools, and a bold growth mindset. We're building the future of Canadian spirits and are looking for leaders who want to help shape it.

Position Overview

We are seeking a strategic, commercially minded Sales Manager to lead and elevate our sales performance across Ontario's key channels: LCBO, Grocery, Convenience, and On-Premise.

This role is responsible for driving revenue growth, leading and developing a high-performing sales team, and managing senior customer relationships. The ideal candidate brings deep beverage alcohol experience, strong leadership skills, and an open, progressive mindset toward modern selling tools-including AI-enabled sales, forecasting, and CRM technologies.

This is a hands-on leadership role for someone who blends industry instincts with data-driven decision-making and embraces innovation to outperform the market.

Key ResponsibilitiesSales Leadership & Team Development

• Lead, coach, and inspire a high-performing sales team to exceed volume, distribution, and execution KPIs across all channels.
• Set clear performance objectives, conduct regular business reviews, and drive accountability through structured planning and follow-up.
• Build a collaborative, performance-driven sales culture focused on continuous improvement and results.

Key Account & Channel Management

• Act as the senior commercial lead for major customer relationships, including:
• LCBO: Manage Head Office relationships, support listing strategies, pricing, promotions, and in-store execution.
• Grocery & Convenience: Lead national and regional chain relationships, securing listings, distribution growth, promotional alignment, and compliance.
• On-Premise: Support field execution with key accounts, influencers, and partners; drive menu placements, features, and brand visibility.

Strategic Planning & Execution

• Develop and execute channel and regional sales plans aligned with company and brand objectives.
• Partner with marketing to translate brand strategies into effective in-market programs.
• Analyze sales performance, category data, and competitive activity to identify opportunities and course-correct proactively.

Modern Selling & AI Enablement

• Champion the adoption of CRM, analytics, and AI-enabled sales tools to improve forecasting accuracy, pipeline visibility, customer targeting, and sales effectiveness.
• Leverage data, dashboards, and insights to guide decision-making and team execution.
• Continuously explore and implement new technologies that enhance productivity and performance.

Cross-Functional Collaboration

• Work closely with Supply Chain, Finance, and Marketing to ensure aligned planning, execution, and service levels.
• Provide clear, timely performance updates and strategic insights to senior leadership.

Qualifications & Experience

• 5+ years of beverage alcohol sales experience, with 2+ years in a sales leadership or management role.
• Demonstrated experience working with the LCBO and/or other provincial retailers; strong understanding of the Ontario market is essential.
• Proven knowledge of grocery, convenience, and on-premise channels.
• Strong people leadership skills with the ability to motivate, develop, and hold teams accountable.
• Data-driven mindset with experience translating insights into action.
• Curiosity and openness to adopting AI-driven and technology-enabled sales tools.
• Excellent communication, negotiation, and relationship-building skills.
• Highly organized, self-directed, and comfortable operating in a fast-growth environment.
• Post-secondary education in Business, Marketing, or a related field preferred.
• Proficiency with Microsoft Office; experience with CRM platforms strongly preferred.
• Valid driver's license; ability to travel within Ontario.
• Ability to lift up to 40 lbs as required for trade activity.

Why Join Maverick?

• Work with one of Canada's most innovative private spirits companies
• Lead meaningful growth across iconic and emerging brands
• Shape the future of sales through technology, data, and AI
• Entrepreneurial culture with real influence and accountability
• Competitive compensation and growth opportunity