Sales Representative

Position Summary

Fog’s End Distillery is seeking a motivated, relationship-focused Sales Representative to grow awareness and sales of our distilled spirits throughout the California hospitality and events market. The representative will develop and maintain relationships with restaurants, bars, tasting rooms, retailers, event organizers, hospitality professionals, and other qualified accounts where alcoholic beverages are legally sold.

This position is especially well suited for an experienced sales professional with established relationships in the restaurant, bar, hospitality, beverage, event, or spirits industries. Strong knowledge of the local market and the ability to build trust with business owners and decision-makers are highly valued.

Key Responsibilities

·         Develop new business opportunities with restaurants, bars, hotels, retailers, event venues, and other qualified accounts.

·         Present and promote Fog’s End Distillery products to prospective and existing business customers.

·         Build and maintain long-term professional relationships with owners, managers, beverage directors, bartenders, chefs, event planners, and purchasing decision-makers.

·         Conduct in-person sales calls, product presentations, account visits, tastings, and other approved promotional activities.

·         Identify prospective accounts and create a consistent schedule of outreach and follow-up.

·         Coordinate product information, pricing, availability, samples, promotional materials, and approved sales resources.

·         Monitor customer feedback, competitor activity, market trends, and opportunities for expanding distribution and brand awareness.

·         Attend appropriate restaurant, hospitality, food-and-beverage, trade, community, and industry events to promote the brand and develop qualified business relationships.

·         Maintain accurate records of prospects, customer contacts, sales activity, follow-ups, and account status.

·         Work closely with Fog’s End Distillery management and other business partners to communicate customer needs and market opportunities.

·         Represent Fog’s End Distillery professionally and consistently with company standards and applicable alcohol laws.

·         Meet agreed-upon sales, account-development, outreach, and relationship-building goals.

Preferred Experience & Qualifications

·         Demonstrated sales or business-development experience, preferably within the alcoholic beverage, spirits, wine, beer, restaurant, bar, hospitality, or event industries.

·         Experience selling alcoholic beverage products to restaurants, bars, retailers, hospitality businesses, or event-related customers is strongly preferred.

·         Established relationships or familiarity with restaurant, bar, hospitality, retail, or event-industry decision-makers is highly desirable.

·         Strong communication, presentation, negotiation, follow-up, and relationship-building skills.

·         Ability to confidently discuss product characteristics, brand story, pricing, and appropriate use or pairing concepts.

·         Professional appearance and demeanor when representing the distillery at customer meetings and industry events.

·         Strong organization and time-management skills with the ability to manage a field-based schedule independently.

·         Comfort with CRM systems, email, spreadsheets, calendars, and basic sales reporting.

·         High school diploma or equivalent preferred; additional education or industry training is a plus.

·         Must possess a valid California driver’s license and maintain a safe driving record.

·         Must have reliable transportation and be willing to travel to customer locations and approved events as needed.

Ideal Candidate Profile

The ideal candidate is an experienced, personable sales professional who enjoys face-to-face relationship building and understands how purchasing decisions are made in restaurants, bars, hospitality businesses, retail environments, and events. Someone with a well-developed professional network, strong community presence, and knowledge of the beverage industry can be particularly effective in this role.

Fog’s End Distillery welcomes qualified applicants with a wide range of professional backgrounds and career stages. Selection will be based on relevant qualifications, experience, skills, availability, and ability to perform the job.

California Alcohol Compliance Expectations

Because this position involves promoting and selling alcoholic beverages, the Sales Representative must conduct business in accordance with Fog’s End Distillery’s license privileges, California Department of Alcoholic Beverage Control (ABC) requirements, applicable federal requirements, and company policies. Specific licensing requirements can depend on the company’s ABC license type and the representative’s duties.

·         Follow all company procedures regarding where, to whom, and how alcoholic beverage products may be marketed, sold, sampled, or distributed.

·         Do not make unauthorized payments, gifts, inducements, sponsorship commitments, or other transfers of value to retailers. California’s tied-house laws restrict certain financial relationships and inducements between alcohol suppliers and retailers.

·         Do not enter into informal ‘pay-to-play’ arrangements or promise advertising, sponsorship, product placement, or other benefits in exchange for a retailer carrying or promoting a product unless the arrangement has been specifically reviewed and authorized.

·         Follow all requirements concerning product samples, tastings, demonstrations, promotional events, and temporary events. Some activities may require specific license privileges, permits, or approvals.

·         Do not sell or provide alcoholic beverages to anyone who is under the legal drinking age or otherwise in violation of applicable law. The Sales Representative should not perform alcohol-service duties unless properly authorized and trained.

·         Complete any alcohol-service or Responsible Beverage Service (RBS) training required by law, the event, the license type, or Fog’s End Distillery’s policies. RBS certification requirements generally apply to specified alcohol servers and their managers, not automatically to every sales representative.

·         Maintain accurate business records and promptly report compliance questions, customer complaints, suspected violations, or unusual requests to management.

·         When in doubt about a proposed promotion, sponsorship, retailer incentive, event activity, or sales practice, obtain management/compliance approval before proceeding.

Compliance note: California ABC rules can change and requirements vary by license type and activity. Fog’s End Distillery should confirm the specific privileges and restrictions applicable to its current ABC license(s) and have management or qualified alcohol-law counsel review sales and promotional practices when necessary.

Sales Territory & Customer Development

·         Develop a territory/account list based on Fog’s End Distillery’s distribution strategy.

·         Prioritize qualified accounts that are a good fit for the brand and product portfolio.

·         Create a weekly customer-contact plan with prospecting, follow-up, account visits, and approved events.

·         Track leads from initial contact through presentation, account approval, first order, and ongoing relationship management.

·         Provide management with regular updates on opportunities, customer feedback, competitive activity, and challenges.

Schedule & Travel

This is a customer-facing field sales position. The schedule may include daytime and evening appointments, restaurant and bar visits, trade events, tastings, community events, and other approved activities. Flexibility to meet customers outside traditional office hours may be required. Reliable transportation and the ability to travel throughout the assigned territory are essential.

Compensation

Compensation will be determined through discussion with the selected candidate and will be based on relevant experience, qualifications, sales background, and the scope of the position. Any commission, bonus, mileage, expense reimbursement, or other incentive structure will be communicated separately by Fog’s End Distillery.

Physical & Professional Requirements

·         Ability to travel regularly to customer locations and approved events.

·         Ability to stand, walk, communicate, and interact professionally for extended periods during sales calls and events.

·         Ability to carry and transport reasonable sales materials, samples, or promotional items consistent with company policy.

·         Ability to use a phone, email, calendar, and basic computer/sales tools for customer communication and recordkeeping.

Equal Employment Opportunity

Fog’s End Distillery is committed to providing equal employment opportunities to qualified applicants. Employment decisions will be based on qualifications, skills, experience, job-related requirements, and business needs, consistent with applicable federal, state, and local law.

How to Apply

Interested candidates should email (steven@fogsenddistillery.com) a resume and brief summary of their sales experience, including relevant experience with restaurants, bars, hospitality, beverage, spirits, retail, or events. Candidates may also be asked to provide professional references and information regarding their customer relationships and sales experience.

California Compliance Resources

The following official resources can be used by management when reviewing California alcohol-sales compliance:

·         California Department of Alcoholic Beverage Control (ABC) – License Types: https://www.abc.ca.gov/licensing/license-types/

·         California ABC – Tied-House Reminder: https://www.abc.ca.gov/tied-house-reminder-payments-between-retailers-and-suppliers/

·         California ABC – Tied-House Advertising Advisory (2026): https://www.abc.ca.gov/tied-house-advertising-exceptions-remain-subject-to-specific-statutory-conditions/

·         California Civil Rights Department – Employment Discrimination: https://calcivilrights.ca.gov/employment/