At a Glance
- Tasks: Drive sponsorship sales and develop partnerships in the vibrant drinks and culinary sectors.
- Company: Join a21 UK, a leader in wine and spirits competitions and culinary events.
- Benefits: Competitive salary, uncapped commission, private health insurance, and WSET education support.
- Other info: Dynamic role with opportunities for international travel and career growth.
- Why this job: Be part of an exciting industry, shaping the future of drinks and culinary experiences.
- Qualifications: Five years in client-facing sales, preferably in food/drinks/FMCG, with strong communication skills.
The predicted salary is between 50000 - 60000 £ per year.
a21 UK incorporates the IWSC (International Wine & Spirit Competition), drinks title Club Oenologique and a growing culinary event portfolio. Since 1969, the IWSC has set the global benchmark for quality wine, spirits and other drinks categories. The competition evaluates more than 11,000 entries annually from more than 90 countries and stands out for its expert judging and international recognition, as well as its prestigious awards events. Club Oenologique is the digital content arm of the IWSC, providing expert‑led recommendations and insights into drinks, food and travel through the lens of wine and spirits. a21 is also set to launch the London edition of the established US‑based Heritage Fire culinary event series in 2026. a21 UK is part of US‑based experiential marketing agency a21, which specialises in event operations, production, corporate sales and brand activations for live experiences. It plans to expand further in the UK, Europe and beyond.
The role involves looking for a commercially driven, ambitious Partnerships & Commercial Sales Manager to help grow revenues across the a21 UK business. This is a hands‑on role focused on sponsorship sales, IWSC competition entries, event partnerships and digital advertising opportunities across our events and media portfolio.
Core criteria- Minimum five years’ experience in client‑facing sales roles, ideally within the food/drinks/FMCG sectors
- Proven expertise in developing commercial partnerships and driving successful sponsorship sales
- Event or media sales experience preferred
- Experience managing or mentoring small teams
- Existing network within drinks, hospitality, luxury or FMCG sectors highly desirable
- Passion for the food and drinks sector
- Strong written and interpersonal communication skills
- A hungry work ethic and thirst for growth
- Secondary language(s) desirable
- Lead on sponsorship sales for IWSC Awards event and IWSC National Drinks Retail Awards
- Lead on partnership development for a21 UK’s growing culinary event portfolio (to be announced)
- Drive wine and spirits entries into the IWSC competition; owning a defined portfolio of clients and prospects, with accountability for revenue growth and relationship development
- Oversee and motivate a small but passionate sales team (x 3), helping devise and implement sales strategy
- Manage two direct reports in sales team nurturing their professional development
- Track and report on pipeline activity using CRM tools, helping drive strategic commercial decisions
- Collaborate with marketing and events teams to ensure clients get maximum value and exposure
- Increase IWSC’s brand awareness amongst the international drinks community and maximise commercial benefits
- Identify market trends and shifts and adapt a21 commercial offering accordingly while being fully aware of competitors
- Wine & spirits education: We provide full support to complete WSET qualifications and offer access to in‑house tastings and category‑specific drinks education. Whether you're a beginner or looking to deepen your expertise, we’ll help you grow.
- Competitive base salary, plus uncapped commission across sponsorships, partnerships, competition entries and media sales
- Performance‑based bonus incentives
- Private health insurance
Location: Office‑based in the City of London, with some opportunities to travel internationally.
Drinks Partnerships & Commercial Sales Lead – London employer: IWSC - Club Oenologique
At a21 UK, we pride ourselves on being an exceptional employer that fosters a vibrant work culture centred around passion for the food and drinks sector. Our commitment to employee growth is evident through our support for WSET qualifications and in-house tastings, ensuring that our team members not only thrive in their roles but also deepen their expertise. With a competitive salary structure, uncapped commission opportunities, and a dynamic environment in the heart of London, we offer a unique platform for ambitious individuals to make a meaningful impact in the industry.
StudySmarter Expert Advice🤫
We think this is how you could land Drinks Partnerships & Commercial Sales Lead – London
✨Network Like a Pro
Get out there and mingle! Attend industry events, tastings, and networking meet-ups. The drinks sector thrives on connections, so make sure to chat with people and build relationships that could lead to job opportunities.
✨Show Off Your Passion
When you get the chance to speak with potential employers, let your enthusiasm for the food and drinks sector shine through. Share your experiences and insights; it’ll show them you’re not just looking for any job, but you’re genuinely excited about this one!
✨Leverage Social Media
Use platforms like LinkedIn to connect with industry professionals and showcase your expertise. Share articles, comment on trends, and engage with content related to drinks and hospitality to get noticed by the right people.
✨Apply Through Our Website
Don’t forget to apply directly through our website! It’s the best way to ensure your application gets seen by the right folks. Plus, it shows you’re serious about joining the a21 team and contributing to our exciting growth in the UK.
We think you need these skills to ace Drinks Partnerships & Commercial Sales Lead – London
Some tips for your application 🫡
Tailor Your CV:Make sure your CV is tailored to the role of Drinks Partnerships & Commercial Sales Lead. Highlight your experience in client-facing sales roles, especially within the food and drinks sectors, and don’t forget to showcase any relevant achievements!
Craft a Compelling Cover Letter:Your cover letter is your chance to shine! Use it to express your passion for the food and drinks industry and explain how your skills align with our needs. Be sure to mention any existing networks you have in the drinks or hospitality sectors.
Showcase Your Communication Skills:Since strong written and interpersonal communication skills are key for this role, make sure your application reflects that. Keep your language clear and engaging, and don’t hesitate to let your personality shine through!
Apply Through Our Website:We encourage you to apply directly through our website. It’s the best way for us to receive your application and ensures you’re considered for the role. Plus, it shows you’re keen on joining our team at StudySmarter!
How to prepare for a job interview at IWSC - Club Oenologique
✨Know Your Drinks
Make sure you brush up on your knowledge of wines, spirits, and the latest trends in the food and drinks sector. Being able to discuss specific brands, categories, and market shifts will show your passion and expertise, which is crucial for this role.
✨Showcase Your Sales Success
Prepare to share concrete examples of your past sales achievements, especially in client-facing roles. Highlight any successful partnerships or sponsorships you've developed, as well as how you’ve driven revenue growth in previous positions.
✨Demonstrate Leadership Skills
Since this role involves managing a small team, be ready to discuss your leadership style and experiences. Share examples of how you've motivated teams, nurtured talent, and implemented effective sales strategies in the past.
✨Engage with Their Vision
Familiarise yourself with a21 UK’s events and media portfolio, including the IWSC and Club Oenologique. Show genuine interest in their upcoming projects, like the Heritage Fire culinary event, and be prepared to discuss how you can contribute to their growth and success.
