General Manager (Premium Spirits Startup)

ACCUR Recruiting Services | Executive Search for Consumer Industries; New York (NY); Hybrid; USD 120,000 - 150,000; Full time

Job summary

A premium spirits startup is seeking a General Manager to lead the retail expansion of their high-value brand. This role combines strategic planning with hands-on execution to establish distribution and build retail partnerships in the very premium alcohol market. The ideal candidate has over 10 years of experience in the spirits industry and a proven track record of scaling brands in retail spaces. Flexibility for frequent travel is required.

Qualifications

• 10+ years of experience in the spirits or beverage alcohol industry, with strong exposure to very premium brands.
• Proven ability to scale a spirits brand beyond launch into sustained market presence.
• Experience managing distributor and retailer relationships across the U.S. market.

Responsibilities

• Define and execute the retail expansion plan for the spirits brand.
• Establish partnerships with distributors and premium retail accounts.
• Oversee operations related to supply, logistics, compliance, and fulfillment.
• Recruit and manage a small team to support sales and marketing.
• Track commercial performance and present regular progress updates to senior leadership.

Skills

Experience in the spirits or beverage alcohol industry

Strong knowledge of brand building

Commercial skills

Ability to scale a spirits brand

Entrepreneurial mindset

Education

Bachelor’s degree

Advanced education

Job description

Job Title: General Manager (Premium Spirits Startup)

Location: New York, NY

Alternate location: Remote position anywhere in the US

Industry: Premium Spirits

Market: US market for now. Case to be made for international expansion

Channel: High end on and off premise

Reporting to: CEO of the holding media company

Direct Reports: Team to be built (estimated around 1 or 2 people in year 1, case to be made for after)

Traveling: Across the US and internationally

Visa: No sponsorship possible. Must have valid work authorization

Remote work policy: Full remote

Job Seniority: Executive Level

Company size: Small (1-50 ppl)

Company Ownership: Privately Owned

Company Description

Our client is a spirits venture backed by a media brand with a large and highly engaged audience. The company has successfully launched a very premium spirit that generated immediate traction with consumers and in select on-premise locations. Building on this success, Our client is now seeking a General Manager to lead the expansion into a broader retail line and develop a lasting presence in the beverage alcohol market.

Objective of the Role

The General Manager will design and implement the strategy to move the brand from a limited, high-value collector bottle to a scalable retail spirits business. The role requires combining strategic planning with hands-on execution to establish distribution, build retail partnerships, and strengthen positioning in the very premium alcohol category.

Ideal Profile

Deep experience in the very premium spirits industry, with strong knowledge of brand building, distribution, and retail growth.

Proven ability to scale a spirits brand beyond launch into sustained market presence.

Entrepreneurial mindset, able to build processes and small teams in a lean environment.

Strong commercial skills, balancing brand image with financial performance.

Responsibilities

• Define and execute the retail expansion plan for the spirits brand, including pricing, distribution, and channel strategy.
• Establish partnerships with distributors and premium retail accounts, while maintaining key relationships with on-premise venues such as high-end bars, restaurants, and nightclubs.
• Oversee operations related to supply, logistics, compliance, and fulfillment.
• Recruit and manage a small team to support sales and marketing as the retail business develops.
• Track commercial performance and present regular progress updates to senior leadership.

Requirements

• 10+ years of experience in the spirits or beverage alcohol industry, with strong exposure to very premium brands.
• Demonstrated success in bringing a spirits bottle from launch into retail markets and scaling distribution.
• Experience managing distributor and retailer relationships across the U.S. market.
• Ability to work in an entrepreneurial, founder-led environment with limited initial resources.
• Bachelor’s degree required; advanced education a plus.
• Flexibility to travel frequently to priority markets and partners.