On-Trade Controller

Mother Root is the Ginger non-alcoholic aperitif. We harness the power of apple cider vinegar to serve up a dose of good feelings. Our mission is to redefine what it means to drink well and feel good - with drinks that are complex, delicious and rooted in nature. Fresh from securing three offers on BBC Dragons’ Den, we’re on an exciting growth journey — scaling from a £7m brand today towards £50m+ in the years ahead, with 230% year-on-year growth already underway. With our small but mighty team, we’re building one of the UK’s fastest-growing non-alcoholic brands, both online and in retail. We’re bold, inclusive and ambitious. We value creativity, curiosity and collaboration — and we believe work should be joyful, purposeful and full of flavour.

We’re looking for an experienced On-Trade Controller to build and prove Mother Root’s UK on-trade channel through a focused, high-quality portfolio of flagship accounts. Reporting into the Head of Sales, and working closely with the CEO and COO, this role will own all UK on-trade activity end-to-end, establishing the blueprint for scalable future growth. Mother Root already has placements in some of the UK’s most respected food-led pubs, restaurants and hotels. The immediate opportunity is to fully activate these accounts, build deep relationships, and establish clear performance benchmarks — before selectively expanding into new flagship venues. The objective is not rapid, indiscriminate scale, but to build a tightly curated on-trade presence that delivers long-term brand and commercial value. This role will define what “success” looks like in on-trade for Mother Root, and shape how the channel develops over time. This person will be highly commercial, deeply thoughtful about brand and hospitality, and comfortable operating autonomously in a scale‑up environment. They will think like a founder of the channel – building not just distribution, but a repeatable and scalable model for success.

What You’ll Do

• Channel strategy and ownership
  • Build and deliver Mother Root’s UK on‑trade strategy end‑to‑end, aligned with wider business and brand goals
  • Establish and prove the Mother Root Perfect Account Model – defining where we win, why, and how to scale it
  • Define and lead a phased route‑to‑market strategy, including both direct supply and wholesale partnerships, to maximise early momentum, learning, and long‑term scalability
  • Establish clear performance benchmarks including bottles per account per week, reorder frequency, activation ROI, and overall channel contribution
• Activate and grow existing accounts
  • Own and fully activate Mother Root’s existing on‑trade accounts, ensuring strong relationships, visibility, menu presence, and repeat order velocity
  • Build deep relationships with key operators, GMs, bar managers and group buyers
  • Ensure Mother Root is properly represented on menus, positioned appropriately, and consistently served to a high standard
  • Identify opportunities to increase performance within existing groups and flagship venues
• Selective, high‑quality account expansion
  • Identify, secure and grow relationships with the right premium pubs, restaurants, hotels and hospitality groups
  • Prioritise quality and performance of accounts over volume of distribution
  • Leverage your network and strategic outreach to secure flagship placements that reinforce brand positioning
  • Develop a tightly curated portfolio of high‑performing, category‑defining venues
• Distributor and commercial management
  • Select, onboard and manage wholesale partners where appropriate, ensuring strong alignment and performance
  • Negotiate commercial terms, pricing, and support structures that balance brand integrity with long‑term commercial sustainability