Sales Manager

Sales Manager – Beer (Off-Trade), Delhi

Company: Chaar Craft Brewing Pvt Ltd.

Location: New Delhi, India (on-site / field)

Type: Full-time

Reports to: Director

About us

Chaar Craft Brewing Pvt Ltd. in a part of Pacific Spirits group. The Group has been part of India's beverage story since 1994 — from pioneering canned beer to brewing some of the country's best-known names. We're now building the next chapter with two beers people are excited about: Stroh's Detroit Strong, the iconic American brand in 500 ml cans, and CHAAR, our homegrown craft label. We're looking for a Sales Manager to put both brands in the hands of Delhi's drinkers.

The role

You'll own off-trade sales for Stroh's Detroit Strong and CHAAR across your Delhi territory — getting our cans into more stores, more chillers, and in front of more shoppers. This is a hands-on, in-the-market role for someone who knows the Delhi liquor trade and loves building it outlet by outlet.

What you'll do

- Drive primary & secondary sales of Stroh's Detroit Strong (500 ml cans) and CHAAR across off-trade retail — liquor vends, retail outlets, and wholesalers

- Grow relationships with retailers, counter staff, and distributors to drive billing and reorders

- Expand outlet coverage and distribution (numeric and weighted) across your territory

- Secure visibility — shelf and chiller placement, POS/merchandising, and planogram compliance at every outlet

- Plan and execute trade schemes, promotions, and in-store activations, and track their impact

- Manage distributor stock, ordering, and timely replenishment to avoid out-of-stocks

- Hit monthly volume, distribution, and visibility targets

- Track competitor pricing, schemes, and launches, and share market intelligence with the team

- Operate within Delhi excise regulations and ensure compliant trade practices

What you'll bring

- 3–5 years in off-trade / retail field sales, ideally in beer, alcobev, or FMCG

- Hands-on knowledge of the Delhi liquor retail trade and distributor networks

- A track record of hitting volume and distribution targets

- Strong relationship-building and negotiation skills

- Comfort being in the field daily, with outlet visits across Delhi and willingness to travel within the city

- Graduate degree

Bonus points

- Existing relationships with Delhi liquor retailers and distributors

- Experience launching or scaling a new beer / alcobev brand

- Familiarity with Delhi excise norms and licensing

- Comfort with sales data and reporting tools

What success looks like in year one

- Stroh's Detroit Strong and CHAAR available and visible across your territory's key outlets

- Month-on-month growth in volume and active outlets

- Strong distributor and retailer relationships that make us a priority brand

How to apply

Apply here on LinkedIn, or send your CV to [email protected]

• Chaar Craft Brewing is an equal-opportunity employer. This role involves the sale of alcoholic beverages; applicants must be of legal drinking/working age. We promote responsible consumption.