Area Sales Manager

Red Rhino Craft Beer is seeking a driven and strategic Sales Manager (Off-Premise) to lead

our retail and modern trade sales operations within a defined geography in Bangalore. This role

is essential in expanding Red Rhino’s footprint across key off-trade channels including

premium retail outlets, modern trade stores, and neighbourhood liquor shops. The Sales

Manager will be responsible for driving distribution, increasing visibility, ensuring strong

secondary & tertiary sales, and managing trade relationships to achieve business targets. The

ideal candidate brings a deep understanding of the off-trade liquor market, a strong network

within the trade ecosystem, and a passion for craft beer.

Key Responsibilities:

1. Sales Strategy & Execution;

• Develop and execute sales strategies for assigned geography to achieve volume,

visibility, and profitability targets

• Drive numeric and weighted distribution across key off-trade accounts including modern

trade, premium retail, and standalone outlets

• Implement effective merchandising and visibility programs to enhance brand presence
• Identify new business opportunities and untapped outlets to expand market reach
• Coordinate with reporting manager to ensure efficient route-to-market execution and

sales coverage

2. Account & Distributor Management;

• Build and maintain strong relationships with key retailers, category managers, and

distributors

• Manage sales by ensuring proper inventory levels, order placement, and timely

collections (where applicable)

• Negotiate shelf space, in-store visibility, and consumer promotions with retail partners
• Ensure compliance with Red Rhino’s trade policies, credit controls, and commercial

terms

3. Market Intelligence & Reporting;

• Monitor sales performance through detailed tracking of primary and secondary sales
• Analyze market data, competitor activities, pricing, and consumer trends to inform

business strategies

• Generate regular reports highlighting sales KPIs, distribution gaps, and promotional

effectiveness

• Provide feedback to management on potential opportunities or challenges in the trade

4. Promotions & Trade Marketing;

• Collaborate with the marketing team to design and execute impactful trade promotions

and activations

• Ensure in-store execution of promotional plans, visibility drives, and sampling

activities

• Evaluate the ROI of promotional spends and adjust plans for maximum efficiency
• Participate in consumer engagement events and retail promotions to enhance brand

awareness

5. Inventory, Supply & Logistics Coordination;

• Work closely with supply chain and production teams to align supply with sales

forecasts

• Ensure optimal stock levels at retail points to avoid out-of-stock situations
• Coordinate timely deliveries and maintain consistent product availability in the market

6. Compliance & Regulatory Adherence;

• Ensure all sales operations adhere to state excise laws, labelling, and distribution

regulations

• Maintain up-to-date knowledge of excise policies and changes affecting the trade
• Conduct regular depot audits with coordination with reporting manager

Qualifications:

• Bachelor’s degree in Business, Sales, or related field
• Proven experience in off-trade or retail sales, preferably within the alcoholic beverage

industry

• Strong understanding of trade channels, distribution networks, and retail dynamics.
• Demonstrated ability to drive sales growth, manage key accounts, and achieve targets
• Excellent communication, negotiation, and relationship management skills
• Analytical mindset with strong data interpretation and reporting abilities
• Passion for craft beer and understanding of consumer preferences within the category

What We Offer:

• Competitive salary and performance-based incentives
• Comprehensive benefits package including health insurance and allowances
• Opportunities for professional development and career progression
• A collaborative and entrepreneurial work environment that celebrates creativity and

results

Why Join Us:

At Red Rhino, you will be at the forefront of shaping how craft beer reaches consumers through

retail and modern trade channels. This is an opportunity to make a tangible impact in a growing

category while working with a passionate, driven, and innovative team. If you thrive in a fast paced environment and are excited about building craft beer visibility in the off-trade segment,

we’d love to meet you

Job Type: Full-time

Pay: ₹600,000.00 - ₹900,000.00 per month

Benefits:

• Health insurance
• Provident Fund