Hiring Bourbon Sales Lead in Louisville

About Larrikin Bourbon Co.
Based in the heart of Louisville, Kentucky — the global epicenter of bourbon production — Larrikin Bourbon Co. is a veteran-owned, veteran-distilled distillery that rejects the generic, mass-produced bourbon flooding the market. Founded by former service members with a deep respect for traditional bourbon-making techniques and a desire to create bold, uncompromising spirits, our brand has built a loyal following of enthusiasts who value authenticity, flavor, and a no-nonsense approach to whiskey. Unlike large corporate distilleries that prioritize scale over quality, we produce small-batch bourbons with high-rye mash bills, aged in charred American oak barrels to deliver a bold, smooth finish that stands out on crowded retail shelves. Our team is as bold as our product: we prioritize camaraderie, accountability, and a shared commitment to honoring the heritage of bourbon while pushing the boundaries of what the category can offer.

Role Overview
We are seeking an experienced Bourbon Sales Lead to join our growing commercial team, responsible for driving revenue growth, expanding our client base, and solidifying Larrikin’s reputation as a leading premium bourbon brand across Kentucky and adjacent markets. The ideal candidate is a bourbon enthusiast with a proven track record in B2B beverage alcohol sales, who thrives on building genuine relationships with clients, from independent bottle shops to large restaurant groups and regional retail chains. You will be the face of our brand to our commercial partners, so a deep understanding of bourbon, strong negotiation skills, and a passion for sharing our story are core requirements for success in this role.

Key Responsibilities
1. Develop and execute targeted sales strategies to drive 15% annual revenue growth for the brand across the Kentucky region and adjacent markets, aligned with the company’s 3-year growth plan.
2. Manage a portfolio of 80+ B2B clients (including bars, restaurants, specialty liquor retailers, and grocery chains) with a minimum of 2 in-person visits per client per month to maintain strong relationships, identify upsell opportunities, and address client needs proactively.
3. Negotiate and close annual supply contracts with key accounts, ensuring adherence to minimum gross margin targets of 45% on volume sales, while coordinating with the logistics team to meet agreed delivery timelines.
4. Plan and execute 24 brand activation events per year, including on-site tastings, new product launch events, and partnerships with local and regional bourbon festivals, to increase brand visibility and drive trial among target consumer segments.
5. Ensure full compliance with all federal (TTB) and Kentucky state alcohol sales and marketing regulations, including training clients and internal team members on applicable rules to avoid compliance risks.
6. Analyze sales performance data via our HubSpot CRM on a monthly basis, identifying top-performing products, high-potential geographic zones, and client segments to refine sales strategies, and present actionable insights to the leadership team.
7. Collaborate with the marketing team to develop sales enablement materials, including product spec sheets, tasting guides, and promotional kits tailored to different client segments, to support consistent brand messaging across all touchpoints.
8. Mentor and train new junior sales hires, sharing best practices for bourbon education, client relationship management, and negotiation to build a high-performing commercial team.

Work Environment & Culture
At Larrikin, we believe the best work happens when team members feel supported, respected, and aligned with our mission. Our office is located in a historic building near the Louisville bourbon trail, with regular access to barrel tasting sessions, new product testing, and team events centered around our core product. We prioritize work-life balance, with a flexible schedule that accommodates client visits and event participation, plus 1 remote work day per week for eligible employees. Our veteran-led culture emphasizes transparency: all team members have direct access to leadership to share ideas, raise concerns, and contribute to strategic decisions. We also offer regular team-building events, including bourbon pairing dinners, volunteer opportunities with local veteran organizations, and annual trips to regional bourbon festivals.

Candidate Requirements
- 3+ years of professional experience in beverage alcohol sales, with at least 2 years focused on bourbon or premium spirits markets.
- Deep, demonstrable knowledge of bourbon production, flavor profiles, and the U.S. spirits market, including familiarity with key competitors and current consumer trends.
- Proven track record of meeting or exceeding sales targets in a B2B environment, with strong negotiation and closing skills.
- Excellent interpersonal and communication skills, with the ability to connect with clients of all backgrounds, from independent shop owners to corporate procurement teams.
- Willingness to travel up to 30% of the time for client visits, event participation, and market research across Kentucky and surrounding states.
- Familiarity with TTB and state-level alcohol sales regulations is strongly preferred.
- Proficiency in HubSpot or similar CRM platforms, and strong skills in sales data analysis using tools like Google Analytics or Tableau.
- Certified Specialist of Spirits (CSS) certification or equivalent industry credential is a plus.

Benefits & Compensation
We offer a competitive total compensation package designed to reward high performance and support long-term employee well-being:
- Base salary between $55,000 and $75,000 USD annually, scaled to experience and proven sales track record.
- Uncapped commission structure of up to 20% of base salary, paid quarterly based on achievement of personal and team sales targets.
- Full-time employees receive 15 days of paid time off per year, plus all federal holidays, with additional days off for military veterans to align with observed military holidays.
- 80% coverage of premium health, dental, and vision insurance premiums for employees and their dependents.
- Company-provided vehicle for client travel, plus a monthly stipend for fuel, meals, and travel expenses.
- Free access to all Larrikin Bourbon products for personal use, plus exclusive invites to new product launch events and industry conferences.
- Annual professional development budget of $2,000 per employee to cover costs for spirits certifications, sales training, or industry event attendance.
- Opportunities for career advancement: top performers will be eligible for promotion to Regional Sales Manager within 2-3 years, with potential to lead national sales expansion as the company grows.

Recruitment Process & Next Steps
To apply, submit your resume and a brief cover letter (maximum 1 page) detailing your passion for bourbon and how your professional experience aligns with the role’s requirements to [email protected]. The application deadline is September 30, 2024. Shortlisted candidates will be invited to a 30-minute initial phone screening with our current Head of Sales on October 7, 2024. Successful candidates will then be invited to an in-person interview at our Louisville distillery on October 14, 2024, which will include a guided bourbon tasting and a case study exercise focused on client portfolio management. Final interviews with our CEO will take place on October 20, 2024. All candidates will be notified of final decisions by October 25, 2024, with a targeted start date of November 4, 2024. Veteran candidates are strongly encouraged to apply, and military service will be considered a valued additional qualification.