At a Glance
- Tasks: Drive sponsorship sales and develop partnerships in the vibrant drinks industry.
- 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 team shaping the future of drinks events and media.
- Qualifications: Five years in client-facing sales, preferably in food or drinks sectors.
The predicted salary is between 50000 - 65000 £ 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: We are 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
Key responsibilities:
- 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
What we offer:
- 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, alongside competitive salaries and uncapped commission opportunities. Located in the heart of London, we offer a dynamic environment where creativity thrives, and team members are encouraged to develop their skills while contributing to prestigious events like the IWSC.
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 connect with people in the drinks and hospitality sectors. Attend industry events, join relevant groups on social media, and don’t be shy about reaching out to potential contacts. Remember, it’s all about who you know!
✨Show Off Your Passion
When you’re chatting with potential employers or networking, let your enthusiasm for the food and drinks sector shine through. Share your experiences and insights; it’ll make you stand out as someone who truly cares about the industry.
✨Tailor Your Approach
Every conversation is an opportunity! Make sure to tailor your pitch based on who you’re speaking to. Highlight your relevant experience in sponsorship sales and partnerships, and how you can bring value to their specific needs.
✨Apply Through Our Website
Don’t forget to check out our website for job openings! Applying directly through us not only shows your interest but also gives you a chance to showcase your understanding of our brand and what we’re all about.
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 sector and explain how your skills align with our needs. Be sure to mention your experience in developing commercial partnerships and driving successful sponsorship sales.
Show Off Your Network:If you’ve got an existing network within the drinks, hospitality, or FMCG sectors, make sure to mention it! We love seeing candidates who can leverage their connections to drive revenue growth and enhance our brand awareness.
Apply Through Our Website:We encourage you to apply through our website for the best chance of getting noticed. It’s super easy, and you’ll be able to keep track of your application status. Plus, we love seeing candidates who take the initiative to connect with us directly!
How to prepare for a job interview at IWSC - Club Oenologique
✨Know Your Drinks Inside Out
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 a role focused on partnerships and sales.
✨Showcase Your Sales Success
Prepare to share concrete examples of your past sales achievements, especially in client-facing roles. Highlight how you've developed commercial partnerships and driven sponsorship sales, as this will demonstrate your ability to contribute to revenue growth at a21 UK.
✨Demonstrate Leadership Skills
Since the role involves managing a small sales team, be ready to discuss your experience in mentoring and motivating others. Share specific instances where you've led a team to success, as this will illustrate your capability to oversee and inspire your future colleagues.
✨Engage with Their Vision
Familiarise yourself with a21 UK's events and media portfolio, including the IWSC and Club Oenologique. Show enthusiasm for their upcoming projects, like the Heritage Fire culinary event series, and express how you can help elevate their brand awareness and commercial offerings.
