Brewery Sales and Brand Lead

Description

• The Brewery Sales and Brand Lead is the commercial and brand engine behind MCBC's off-premise business. This role owns day-to-day sales execution across self-distribution and wholesale channels, serves as the primary steward of the MCBC brand in the market, and is directly accountable for hitting volume and revenue targets.

Position Summary

The Brewery Sales and Brand Lead is responsible for executing MCBC's off-premise sales plan, developing and managing Territory Sales Reps, and growing account volume across the full product portfolio. Beyond sales execution, this role serves as MCBC's brand manager in the field, partnering with marketing on brand storytelling and campaigns, planning and executing brewery events alongside the Events Manager, building relationships with peer breweries, and scoping the industry events and opportunities that keep MCBC connected and growing. The Brewery Sales and Brand Lead works hand in hand with the Director of Brewery Operations, who owns the liquid and day-to-day brewing operations, ensuring that what is being made and what is being sold stay tightly aligned. This role reports to the Director of Operations and is a key contributor to both brewery revenue performance and MCBC's broader brand presence. This role is structured as a Lead position with a clear path to a Sales and Brand Manager title as the territory grows and the team expands.

Reports To: Director of Operations

Location: Cazenovia (primary), all MCBC locations

Base Salary: $62,500 annually

Commission: Tiered, paid quarterly in arrears on revenue above the floor, uncapped

On-Target Earnings: Approximately $95,000 at full territory target attainment

Company Vehicle: Provided

Requirements

Key Responsibilities

Sales Execution & Revenue

• Execute the annual off-premise sales plan developed by the Director of Operations, with clear accountability for meeting volume and revenue targets across beer and RTD product lines
• Manage a defined account base, maintaining strong relationships with buyers, bar managers, and retail partners across the territory
• Prospect, open, and onboard new accounts in existing and adjacent markets to grow MCBC's commercial footprint
• Drive Riptide RTD volume through FOB, direct, and retail channels, prioritizing account placements that maximize margin and visibility
• Execute seasonal programming, new release launches, and promotional activity in accounts, coordinating with the Director on timing and sequencing
• Ensure MCBC products are properly represented in accounts: proper placement, pricing, and point-of-sale where applicable
• Participate in tap takeovers, beer festivals, and trade events to build brand presence and strengthen account relationships

Team Leadership & Development

• Territory Sales Rep(s) will be added once this position has demonstrated consistent production at or above the $600,000 annual floor. The same production standard applies to every Territory Sales Rep at the time of hire.
• Accompany Territory Sales Rep(s) on account visits regularly to provide feedback, reinforce sales skills, and support key account relationships
• Create a positive, performance-driven sales culture rooted in product knowledge, professionalism, and accountability

Reporting & Sales Intelligence

• Track and report volume, revenue, account health, and pipeline activity to the Director of Operations on a regular cadence
• Monitor competitive activity, market trends, and account feedback, sharing insights with the Director to inform the sales strategy
• Maintain accurate records of account activity, new business, and territory performance using MCBC's tracking tools
• Identify underperforming accounts and develop action plans to protect or grow that business

Brand Management & Marketing Partnership

• Maintain deep knowledge of the full MCBC beer portfolio and the Riptide RTD line, including flavor profiles, production methods, and key selling points
• Serve as the MCBC brand steward in the field, ensuring the brand is represented consistently and compellingly across all touchpoints: accounts, events, and industry relationships
• Partner with the Marketing Manager on campaign development, product launch communications, and promotional content, providing market-level insight to shape messaging that resonates with accounts and consumers
• Contribute to brand storytelling by sharing account experiences, consumer feedback, and competitive observations that inform MCBC's marketing strategy
• Support the development of sales tools, sell sheets, and product materials in collaboration with the Marketing Manager

Brewery Events & Industry Engagement

• Partner with the Events Manager to plan and execute brewery-specific events, including tap takeovers, release parties, collaborative brews, and community-facing programming
• Scope and evaluate industry events, beer festivals, trade shows, and networking opportunities, recommending which to attend or participate in based on brand alignment and commercial value
• Represent MCBC at industry events with professionalism and enthusiasm, actively building brand awareness and commercial relationships
• Cultivate relationships with peer breweries for collaboration opportunities, cross-promotional events, and industry networking that elevate MCBC's presence in the craft beer community
• Stay current on craft beer and RTD trends, competitive activity, and emerging market opportunities through active engagement with the industry

Inventory Management

• Maintain inventory records in Ekos, coordinating with the Director of Brewery Operations and Director to reflect production output, sales movement, and available stock
• Monitor inventory levels relative to sales velocity, flagging potential shortfalls or overstock situations to the Director proactively

Director of Brewery Operations Partnership

• Serve as the commercial counterpart to the Director of Brewery Operations, who owns the liquid and manages day-to-day brewing operations, working together to ensure production decisions and sales strategy stay aligned
• Collaborate with the Director of Brewery Operations on upcoming product launches, aligning on release timing, batch sizing, packaging format, and sales channel strategy well in advance
• Develop go-to-market plans for new beers and RTD releases, including account targeting, sampling schedules, and sell-in sequencing, in coordination with the Director of Brewery Operations
• Bring market feedback, account demand signals, and consumer preferences back to the Director of Brewery Operations on a regular basis to inform portfolio and recipe decisions
• Coordinate with the Director of Brewery Operations on inventory availability to ensure sales commitments are supportable by production
• Ensure the sales team and taproom staff are fully briefed on every new release well ahead of launch, drawing on the Director of Brewery Operations’ product knowledge for training content

Sales Training & Internal Team Development

• Develop and deliver ongoing sales training to FOH staff across all MCBC taproom locations, covering product knowledge, selling techniques, and upsell strategies for beer and RTD
• Create and maintain training materials, including tasting notes, product guides, and sales talking points, that keep all taproom teams current as the portfolio evolves
• Partner with Managers at each location to schedule and coordinate training sessions that fit taproom operations
• Reinforce a culture of product expertise and hospitality-driven selling across the full MCBC team

Qualifications

• 3 or more years of experience in beverage sales, with meaningful experience in craft beer, spirits, RTD, or a related category
• Track record of hitting or exceeding sales targets in an account-based, territory-driven role
• Experience working in a self-distribution or small-scale wholesale environment is strongly preferred
• Comfortable leading and developing a junior sales team member, with a coaching-oriented approach
• Strong account relationship skills, with the ability to open new business and deepen existing partnerships
• Solid understanding of craft beer, the off-premise retail and on-premise on-tap landscape, and the competitive RTD category
• Organized and data-driven, with the ability to track activity, report results clearly, and manage a territory efficiently
• Excellent communication skills, both in the field with accounts and internally with the leadership team
• Self-motivated and comfortable working independently across a defined territory with limited daily oversight
• Valid driver's license and ability to travel regularly within the territory
• Familiarity with NYS alcohol distribution regulations and three-tier system compliance a plus
• Experience working alongside a marketing team on brand campaigns, product launches, or promotional programming is a strong plus
• Comfortable planning and executing events, whether independently or in partnership with an events team
• Active participant in the craft beer industry community, with existing relationships or the credibility to build them quickly
• Experience with inventory management in a production or beverage environment, including working within a system such as Ekos or similar
• Comfortable developing and delivering training to frontline teams, with the ability to communicate product knowledge in an engaging, accessible way
• Genuine enthusiasm for craft beer, the MCBC brand, and the craft beverage industry at large