Channel Sales Manager, Alcohol/Bev

Channel Sales Manager, Alcohol/Bev

Location: Remote, U.S. / Field-based
Department: Sales
Reports to: Vice President, Sales
Employment type: Full-time · Exempt

Open Doors and Build a Channel for a Fast-Growing Mixer Brand

TruRoots is a growing organic food and beverage company built on sustainability and doing things the right way. We're looking for an entrepreneurial, relationship-driven sales leader to build and accelerate our business in the beverage alcohol channel with our premium juices and cocktail mixers.

This is a critical growth role and a chance to help build the sales infrastructure for a rapidly growing cocktail mixer brand. You'll open doors, develop strategic distributor relationships, win new accounts, and turn those relationships into meaningful distribution and volume.

This isn't a role for managing an established book of business. We're looking for a builder and a hunter: someone who's comfortable creating the strategy, making the calls, taking the meetings, negotiating the deals, and working alongside partners to drive results in the market.

About TruRoots

TruRoots Company is a Boston-based natural and organic food and beverage company operating in Chico, CA, and Havre de Grace, MD. We manufacture Santa Cruz Organic and R.W. Knudsen fruit and vegetable beverages, along with TruRoots sprouted grains. We aim for authenticity by accurately and clearly doing our part to make the world a better place through wholesome product offerings and sustainability efforts. Our mission is to cultivate brands you cannot live without, and our vision is to nourish families from Roots to Fruits.

Our Values

• Quality: Passion for excellence. We stand behind every bite, and all the sips too.

• Integrity: Walk the talk. We gain trust through accountability, directness, and never making a false claim.

• Ingenuity: Embrace the new. See a need and plant a seed. If it fails, fail cheap, fail fast, but fail forward.

• Community: Us, not them. Empower the communities where we work, live, and grow, so together we thrive.

• Agility: In motion together. Be nimble, adaptable, and collaborate to innovate.

What You'll Do

• Build the channel strategy. Develop and execute sales and distribution plans for our premium juice and cocktail mixer portfolio in the beverage alcohol channel, from distributor onboarding through sell-through at accounts.

• Open new doors. Win new distributor partners and retail accounts, and grow relationships with existing clients, operators, buyers, and decision-makers.

• Turn relationships into volume. Negotiate deals and work alongside distributor partners in the market to convert authorizations into real distribution and sales.

• Manage the supply chain through the channel. Forecast distributor orders, monitor inventory levels and depletions, and coordinate with Operations and Supply Chain on production planning and deliveries to prevent shortages or overstock.

• Keep the channel healthy. Track distributor inventory, shipments, and sell-through data, maintain accurate records, and act quickly to close gaps.

• Know the portfolio. Become the expert on our premium juice and non-alcoholic products and how they fit into cocktail and beverage programs.

• Stay compliant. Make sure our sales activities and partnerships meet local, state, and federal beverage alcohol regulations and licensing requirements.

• Read the market. Track industry trends, consumer preferences, and competitive activity to spot new growth opportunities.

What You Bring

Required

• 5+ years of sales experience in beverage alcohol, non-alcoholic, or juice distribution, or a related sales role.

• Existing relationships with beverage alcohol distributors, operators, buyers, and decision-makers.

• A clear understanding of how beverage alcohol channels work, and a record of getting things done within them.

• Experience with distributor inventory management, demand forecasting, and depletion reporting.

• Knowledge of beverage alcohol regulations and compliance requirements.

• Strong negotiation and relationship-building skills.

• The ability to work independently, manage multiple priorities, and stay organized and detail-oriented.

Preferred

• Experience selling cocktail mixers, premium juice, or non-alcoholic beverages.

• Experience building a new brand, territory, or channel from the ground up.

What Success Looks Like

You're a hunter who thrives on building something new. You pick up the phone, take the meeting, and close the deal, then stay close to partners to make sure the business grows. You handle challenges with

customers and partners professionally, and you balance big-picture strategy with hands-on execution in the market.

Success will show up as new distributor partners and retail accounts, expanding distribution, growing volume, and a sales foundation that the brand can scale on.

Working Conditions

This is a field-based role with regular travel to meet distributor partners, accounts, and buyers, and to attend industry events. 

Benefits
TruRoots offers a comprehensive benefits package, including:

• Medical, dental, and vision insurance

• Short-term and long-term disability (STD/LTD)

• 401(k) retirement plan

• Pet insurance

• Wellness program

Equal Employment Opportunity

TruRoots is an equal opportunity employer. We are committed to ensuring equal employment opportunities for all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, sexual orientation, gender identity, or any other characteristic protected by applicable law.

In compliance with federal and state employment laws, TruRoots prohibits discrimination against employees and applicants based on these protected characteristics. This policy applies to all aspects of employment, including recruitment, hiring, promotion, transfer, compensation, benefits, training, and termination.

We are dedicated to creating a diverse and inclusive work environment where all employees are treated with dignity, respect, and fairness. Our commitment to diversity extends beyond compliance with the law. It is integral to our culture and central to our success as an organization.

Equal Employment Opportunity

TruRoots is an equal-opportunity employer. We are committed to ensuring equal employment opportunities for all employees and applicants for employees and applicants for employment without regard to race, color, religion, sex, natural origin, age, disability, sexual orientation, gender identity, or any other characteristics protected by applicable law.

In compliance with federal and state employment laws, TruRoots prohibits discrimination against employees and applicants based on these protective characteristics. This policy applies to all aspects of employment including recruitment, hiring, promotion, transfer compensation, benefits, training, and termination.

We are dedicated to creating a diverse and inclusive work environment where all employees are treated with dignity, respect, and fairness. Our commitment to diversity extends beyond compliance with the law. It is integral to our culture and central to our success as an organization.