Sales Representative - Liquor - La Crosse Area

Frank Liquors Of La Crosse Inc.; Onalaska (WI); On-site; USD 45,000 - 65,000; Full time

Benefits offered by this job

Paid time off

Health insurance

Dental insurance

401(k) savings plan

Life insurance

Short-term disability insurance

Long-term disability insurance

Flexible spending benefits

Job summary

Frank Beverage Group is seeking a Sales Representative to join our team as the face of the company in the assigned territory. You will build strong customer relationships, grow our brands, and create opportunities to drive sales across on‑premise and off‑premise accounts.

This role emphasizes relationship development, product education, and collaboration with internal teams to deliver outstanding service and meet territory goals.

Qualifications

• High school diploma or equivalent required; bachelor’s degree preferred.
• Minimum of one year of sales experience; beverage distribution or related industry preferred.
• Valid driver’s license and reliable vehicle; mileage reimbursement provided.

Responsibilities

• Build and maintain relationships with on‑premise and off‑premise customers.
• Grow product distribution and meet sales goals through account management.
• Introduce customers to new brands, products, promotions, and displays.
• Educate customers on products, brands, and industry trends.
• Manage orders, pricing, promotions, inventory, and reporting.
• Merchandise and stock products at retail accounts with organized displays.
• Create and maintain displays and promotional materials in partnership with customers.

Skills

Verbal communication

Goal oriented

Customer service

Organizational skills

Attention to detail

Presentation

Microsoft Office

eoStar experience

Pricing knowledge

Territory management

Education

High school diploma or equivalent

Bachelor’s degree preferred

Tools

eoStar

Job description

About this position

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/ Affirmative Action Employer.

Notice Regarding the Use of Artificial Intelligence in Application Review

Notice of AI Use in Job Application Review

As part of our commitment in creating a fair, efficient, and consistent hiring process we may use artificial intelligence (AI) to help our recruiting teams organize, summarize, and analyze information provided by candidates, including resumes, application responses, and other materials submitted during the application process.AI may be used to identify patterns, highlight relevant skills, and experience, and assist in comparing a candidate’s qualifications with the requirement of a specific role. These tools are to improve efficiency and consistency while supporting more informed hiring decisions, which will ultimately be made by the hiring team.