Liquor Category Manager – On & Off Consumption - 0000

Thursday, 16 September, 2021

PB Liquor Merchants supplies wines to the liquor off consumption market as well as the on consumption market through its association with a few major national distributors.

PB Liquor Merchants is seeking to appoint the services of a competitive sales person who is passionate about wine, beers and spirit, and takes pride in delivering exceptional customer service. 

Main function

To promote liquor products with potential and existing on and off-consumption customers and support the supply and distribution of products to customers, in order to grow the customer base and increase sales.

Key On Consumption Responsibilities:

  • Visit & grow existing client base serviced through our various redistribution channels
  • Manage and develop strong relationships with all redistributors within your area, building collaborative working relationships with our their sales representatives, sales managers, warehousing managers and tele-sales.
  • Work closely with redistributors sales team to grow client base and listings and address any queries
  • Target all avenues of on consumption – restaurants, hotels, lodges, venue’s, café’s etc. with wine lists, table talkers, promotions, wine dinners etc.
  • Implement a weekly route cycle in conjunction with your off consumption route cycle
  • Establish and develop relationships with your customers, promoting current product offering as well as new products.
  • Plan and implement sales incentive programs for our distributors sales team and customers
  • Achieve monthly sales targets and KPI’s set out for the area
  • Monitor sales performance - analyse and evaluate sales per customer, product category, range and item, in order to identify performance trends and draw conclusions regarding results.
  • Plan and coordinate/execute product promotions in line with a supplier and customers requirements, including procurement of promotional materials
  • Work closely with your redistributors sales team to ensure that sales and product promotion plans are effectively implemented, and provide support as may be necessary.
  • Monitor, evaluate, plan and control stock levels in the warehouse.
  • Provide input to problem solving in the supply and distribution chain.
  • Keep the sales team informed about changes to products, update on packaging and vintages
  • Organise special events – festivals, tastings, wine dinners.

 Key Off Consumption Responsibilities

  • Develop and implement sales strategies to achieve the expected goals for each strategy including sales targets, customer service levels, and overall profits.
  • Update clients on new product launches, promote the new product in a way that maximizes exposure for the brand.
  • Identify new clients for the principles products through market research to discover new clients who may be interested in the products. Develop a plan for approaching those potential new clients.
  • Conduct and manage staff training programs and in store tastings
  • Help to develop marketing strategies using your knowledge of the wine market and customer demographic will be key to producing a successful campaign.
  • Implement marketing strategies, promotions, and campaigns
  • Conduct wine sales analysis, understanding sales trends in the market and how the principles current products are performing, given those trends. The LCM’s will create action plans based on their sales analysis.
  • Coordinate with the logistic team to ensure there is enough stock available to meet sales forecasts and special events.
  • Provide product training to store managers, store staff and merchandizers

Minimum requirements

  1. 3 – 5 years experience in liquor sales preferably to the on and off consumption market.
  2. Proven track record in meeting customer growth and product sales targets
  3. Experience in stock planning and control
  4. Drivers license and own transport.
  5. Must be able to work flexible working hours.

Key Competencies

  • Strong organisational and planning skills
  • Sales skills and the ability to influence people
  • Problem solving, creative thinking, solution driven
  • Results driven
  • A people person who can build strong relationships with people in the industry
  • Good at leading a team and working within a team
  • Very strong communication skills, both written and verbal
  • Good computer skills
  • Analytical skills and ability to translate complex sales reports into meaningful business knowledge
  • Ability to conduct training with strong product knowledge for on and off consumption
  • Passionate and knowledgeable about wine, spirits & beer

 Rewards offered

  • Competitive remuneration package including performance incentives and employment benefits.


Send CV and copy of ID to by 22 September 2021. Should no feedback be received within two weeks after the closing date, please accept that the application was unsuccessful.