Area Sales Manager - Drinks & On-Trade Growth

C&C Group Plc; Milton Keynes; Hybrid; GBP 45,000 - 60,000; Full time

Job summary

C&C Group Plc in the United Kingdom is seeking an Area Sales Manager to manage a diverse on-trade portfolio across a defined territory. This field-based role focuses on driving profitable sales growth, building relationships with customers, suppliers, and internal teams, and delivering outstanding commercial results.

You will identify opportunities, plan territory activities, and use your industry knowledge to increase brand distribution and customer experience.

Qualifications

• Proven sales/account management experience in drinks, hospitality, or FMCG sectors.
• Strong commercial awareness with ability to spot growth opportunities.
• Excellent communication, negotiation, and presentation skills.
• Ability to build influential relationships with customers, suppliers and stakeholders.
• Strong organisational and territorial management skills in a fast-paced environment.
• Full UK driving licence.
• WSET Level 2 qualification or willingness to study toward it.

Responsibilities

• Drive sales growth and profitability across a defined portfolio of on-trade customers.
• Build and develop strong customer relationships, identifying opportunities to increase product range, grow share of wallet, and deliver long-term value.
• Generate new business through proactive prospecting, networking, and market insight, creating a healthy pipeline of opportunities.
• Deliver best-in-class sales execution through effective territory planning, promotional activity, brand activations, and customer engagement.
• Use commercial insights, CRM data, and market trends to identify opportunities, manage performance, and support informed decision-making.
• Collaborate with internal teams and supplier partners to maximise customer outcomes, enhance brand visibility, and achieve shared business objectives.

Skills

Sales experience

Account management

New business development

Client relationship building

Negotiation skills

Presentation skills

Territory management

CRM proficiency

Microsoft Excel

Self-motivated

Education

WSET Level 2

Tools

CRM systems

Sales reporting tools

Microsoft Excel

Job description

C&C Group Plc in the United Kingdom is seeking an Area Sales Manager to manage a diverse on-trade portfolio across a defined territory. This field-based role focuses on driving profitable sales growth, building relationships with customers, suppliers, and internal teams, and delivering outstanding commercial results.

You will identify opportunities, plan territory activities, and use your industry knowledge to increase brand distribution and customer experience.