Sales Representative - Liquor - La Crosse Area

Frank Beverage Group; La Crosse (WI); On-site; USD 45,000 - 75,000; Full time

Benefits offered by this job

Health and dental insurance

401(k) savings plan

Company-paid life insurance

Disability insurance (short/long)

Paid time off

Flexible spending benefits

Job summary

Frank Beverage Group is seeking a Sales Representative to join our Wisconsin-based team. You will build relationships with on‑premise and off‑premise customers, grow distributor brands, and drive sales across a designated territory.

You’ll manage orders, promotions, and inventory while educating customers on product lines and programs. This role requires a flexible schedule, a valid driver’s license, and a passion for customer service.

Qualifications

• High school diploma or equivalent; bachelor’s degree preferred.
• Minimum of one year of sales experience; beverage distribution or related industry preferred.
• Valid driver’s license, reliable vehicle, proof of insurance; mileage reimbursement.
• Flexible schedule including evenings, weekends, and holidays.
• Must obtain liquor salesperson permits.
• Residency near the territory preferred.

Responsibilities

• Build and maintain relationships with on- and off-premise customers.
• Grow product distribution and achieve sales goals through account management.
• Introduce customers to new brands, products, packaging, and promos.
• Educate customers on products, brands, styles, and promotions.
• Manage day-to-day sales process: orders, pricing, promotions, inventory, reporting.
• Merchandise and stock products at retail with organized displays.
• Create and maintain point-of-sale materials and promotions with partners.
• Support on-premise accounts with product presentation and stock.
• Monitor accounts, pricing, inventory, and market trends.
• Identify opportunities and communicate insights to grow the business.
• Collaborate with merchandisers, drivers, suppliers, and teams to enhance service.
• Participate in meetings, events, and customer activities; occasional evenings/weekends.
• Help train and mentor new Sales Relief Representatives.
• Plan daily routes, track progress, and report to management.

Skills

Communication skills

Goal oriented

Customer service

Organizational skills

Detail oriented

Presentation skills

MS Office

eoStar experience

Pricing knowledge

Inventory management

Sales techniques

COGS calculations

Market trends

Independent work

Education

High school diploma

Bachelor's degree preferred

Tools

eoStar

Job description

Description

Join the Frank Beverage Group Family!

At Frank Beverage Group, we’re more than a beer, wine and spirits distributor, we’re a family. As a family-owned and operated company, we take pride in the relationships we build with our customers, suppliers, and each other. We believe great careers are built by great people. Whether you’re growing customer relationships, bringing new brands to market, or helping a customer find the perfect product, you’ll have the opportunity to make an impact, keep learning, and grow your career along the way.

What We Offer

Full-time employees enjoy a comprehensive benefits package, including:

• A great work environment with a strong team and social culture
• Paid time off
• Health and dental insurance
• 401(k) savings plan
• Company-paid life, short-term disability, and long-term disability insurance
• Flexible spending benefits
• And more!

About the Role

Frank Beverage Group is looking for a Sales Representative to join our team! As a Sales Representative, you’ll be the face of Frank Beverage Group in your assigned territory, building strong customer relationships, growing our brands, and creating opportunities to drive sales. You’ll work directly with customers across on-premise and off‑premise accounts, helping them make the most of their product selection, promotions, displays, and inventory. This is a relationship-driven, goal‑oriented role where no two days look exactly the same. You’ll spend your time in the market connecting with customers, introducing exciting new products, identifying opportunities, and partnering with your team to deliver exceptional service.

What You’ll Do

• Build and maintain strong relationships with on‑premise and off‑premise customers through regular sales calls, events, and proactive communication.
• Grow product distribution and achieve sales, distribution, and route goals through effective account management and sales strategies.
• Introduce customers to new brands, products, packaging, seasonal offerings, and promotional programs.
• Educate customers and their teams on products, brands, styles, industry trends, and promotional opportunities.
• Manage the day‑to‑day sales process, including orders, pricing, promotions, inventory, surveys, and reporting.
• Merchandise and stock products at retail accounts while maintaining clean, organized, and properly rotated displays, shelves, coolers, and back stock.
• Create and maintain displays, point‑of‑sale materials, product resets, and promotional programs in partnership with customers and suppliers.
• Support on‑premise accounts with product presentation, inventory management point‑of‑sale materials, and basic draft system troubleshooting.
• Monitor customer accounts, product availability, inventory levels, pricing, competitive activity, and market trends.
• Identify new opportunities and communicate market insights that can help grow the business.
• Partner with merchandisers, delivery drivers, suppliers, category management, and other internal teams to deliver an outstanding customer experience.
• Participate in sales meetings, training, supplier events, and customer activities, including occasional evenings, weekends, and holidays.
• Help train and mentor new Sales Relief Representatives and other team members.
• Plan and prioritize your day around route objectives, track progress toward goals, and communicate results and upcoming priorities with management.
• Provide exceptional customer service and represent the Frank Beverage Group family of companies with professionalism and enthusiasm.

Requirements

Knowledge, Skills & Abilities

• Strong verbal and written communication skills with the ability to build relationships and communicate effectively with customers and internal teams.
• Goal‑oriented, confident, persuasive, and motivated to achieve sales and distribution objectives.
• Strong customer service skills with the ability to professionally manage a variety of customer personalities and challenging situations.
• Strong organizational and time management skills with the ability to prioritize multiple responsibilities independently.
• Detail‑oriented with a strong commitment to accuracy and quality.
• Comfortable presenting information, conducting customer training, and communicating product and brand information.
• Proficient with Microsoft Office and general computer applications; experience with eoStar or similar sales/inventory systems is preferred.
• Working knowledge of pricing, promotions, inventory management, sales techniques, and cost‑of‑goods calculations.
• Ability to identify market trends, competitive activity, and sales opportunities and adjust strategies accordingly.
• Ability to follow company, supplier, and regulatory requirements related to alcohol distribution, product quality, marketing, and customer accounts.
• Ability to work independently while collaborating effectively with a variety of internal teams, customers, and suppliers.

Qualifications

• High school diploma or equivalent (G.E.D.) required; bachelor’s degree in a related field preferred.
• Minimum of one year of sales experience required; experience in beverage distribution, hospitality, supplier, or a related industry strongly preferred.
• Valid driver’s license, reliable personal vehicle, and proof of insurance required. Mileage reimbursement is provided for business use.
• Must be willing to work a flexible schedule, including evenings, weekends, and holidays, as needed for customer and company events.
• Must be able to obtain and maintain all required liquor salesperson permits.
• Familiarity with the assigned market or sales territory preferred; prior experience working within the territory is a plus.
• Residency within or near the assigned sales territory preferred.

We offer a professional, safe and friendly work environment as well as a comprehensive benefits package and competitive pay structure. Frank Beverage Group is proud to be an Equal Employment Opportunity/ Affiantive Action Employer.