On-Trade Sales Manager in City of London

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.

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

• 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

• 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.