Hiring Senior Bourbon Sales Specialist in Louisville

Larrikin Bourbon Co. is a veteran-owned, veteran-distilled craft distillery based in the heart of Louisville, Kentucky, the global epicenter of bourbon production. Unlike large corporate spirit brands, we focus on producing bold, approachable bourbons with a distinct character, built on a foundation of transparency, community, and deep respect for Kentucky bourbon heritage. Our 12-person team operates with minimal hierarchy, prioritizing autonomy, open communication, and a shared passion for great whiskey and the veteran community that shapes our brand identity. We are expanding our commercial operations and seeking a Senior Bourbon Sales Specialist to lead regional sales growth across the Midwest and Southeast U.S. markets.

In this role, you will serve as the primary face of our brand to distributors, hospitality venues, specialty retailers, and end consumers, combining deep product knowledge with strong relationship-building skills to drive consistent revenue growth. You will report to the Head of Sales and collaborate closely with the marketing, production, and customer experience teams to align sales strategies with brand values and product availability. The ideal candidate is not just a sales professional, but a bourbon enthusiast who can authentically share our brand story, educate clients on our product range, and adapt sales approaches to meet the unique needs of each customer segment.

Your core measurable responsibilities will include:
1. Developing and executing a 12-month regional sales plan targeting the Midwest and Southeast U.S., with a clear goal of 25% year-over-year revenue growth in your assigned territory, aligned with overall company commercial targets.
2. Managing a portfolio of 80+ existing accounts (independent bars, restaurants, specialty liquor stores, and e-commerce partners) while prospecting and onboarding 15 new qualified accounts per quarter, with regular performance reviews to optimize product placement and visibility for each point of sale.
3. Leading training sessions for distributor sales teams on our full product line (Small Batch, Single Barrel, limited-release expressions), covering tasting notes, serving suggestions, cocktail pairing recommendations, and brand heritage to improve sell-through rates across partner locations.
4. Organizing and hosting 4 to 6 on-site tasting events per month at high-priority retail and hospitality accounts, plus representing the brand at 3 to 4 major industry events annually (including the Kentucky Bourbon Festival and Tales of the Cocktail) to generate qualified leads and boost brand awareness.
5. Analyzing monthly sales data via our Salesforce CRM to identify top-performing products, underperforming territories, and emerging consumer trends, then delivering a structured performance report to sales leadership each month with actionable optimization recommendations.
6. Negotiating distribution contracts with regional and national spirits distributors, balancing margin protection for the company with volume targets to ensure sustainable, long-term partnerships that support brand growth.
7. Collaborating with the marketing team to develop tailored sales collateral (product spec sheets, cocktail recipe guides, event presentation materials) customized for different customer segments (hospitality, retail, collector, and veteran community audiences).
8. Ensuring full compliance with federal TTB (Alcohol and Tobacco Tax and Trade Bureau) regulations and state-level alcohol sales laws, including advertising restrictions, distribution rules, and age verification requirements, for all sales and marketing activities.

Our work environment is collaborative and low-pressure, with no unnecessary corporate red tape. You will be based full-time at our Louisville distillery headquarters, with 60% of your work week spent on the road visiting clients and distributors. We offer regular team bourbon tastings, quarterly team outings, and support for employee-led community initiatives, particularly those supporting veteran causes. We value honesty, accountability, and a sense of humor above all, and encourage team members to bring their whole selves to work.

To qualify for this role, you must have at least 3 years of professional experience in alcoholic beverage sales, with strong preference for candidates with direct experience selling bourbon or premium spirits. You must have a deep understanding of the U.S. bourbon market, including consumer trends, key competitors, and federal/state alcohol sales regulations. Excellent verbal and written communication skills are required, as well as the ability to build rapport with a wide range of stakeholders, from bar managers to large distributor executives. Proficiency in Salesforce CRM and standard office software (Google Workspace, Microsoft Office Suite) is mandatory. A valid U.S. driver’s license is required for regular travel to client sites. Candidates with an existing network of contacts in the spirits industry, experience hosting public tasting events, or personal affiliation with the veteran community will be given strong preference. A bachelor’s degree in Business, Marketing, Hospitality Management, or a related field is preferred, but relevant industry experience will be considered in lieu of formal education.

Our compensation and benefits package rewards strong performance and supports long-term employee well-being. The base salary for this role ranges from $55,000 to $75,000 per year, depending on your relevant experience, with an uncapped commission structure of up to 15% of sales revenue generated, with no upper limit on earnings. We cover 80% of health insurance premiums for you and your dependents, offer 10 days of paid time off and 10 days of paid sick leave annually, plus paid time off for all federal holidays. Additional benefits include free access to all Larrikin Bourbon products, reimbursement for work-related travel expenses (mileage, meals, accommodation for out-of-town events), and the option to work remotely one day per week after completing 6 months of employment. We also cover costs for relevant professional development, including tickets to industry conferences, spirits certification courses, and sales training programs.

Career growth at Larrikin Bourbon Co. is based on performance and alignment with company goals, rather than tenure. After 2 years of consistent overperformance against sales targets, you will be eligible to apply for a Regional Sales Manager role, which includes oversight of a small sales team and responsibility for an expanded multi-state territory. As we scale our operations (we plan to grow our team by 40% over the next 3 years), there will also be opportunities to contribute to new product development, launch new market entries, and shape our commercial strategy as the company expands.

Our hiring process is designed to be transparent and efficient: if your application is selected, you will first complete a 30-minute phone screening with our Head of Sales, followed by an in-person interview at our Louisville distillery with the sales leadership team and our CEO. The in-person interview will include a guided tasting of our core product line and a practical case study focused on developing a sales strategy for a new retail account. We aim to complete the full hiring process within 2 weeks of receiving applications, with a target start date within 30 days of selecting the final candidate. To apply, submit your resume and a brief 1-paragraph statement explaining your relevant sales experience and what draws you to Larrikin Bourbon Co.’s veteran-focused brand and mission, to [email protected] with the subject line “Senior Bourbon Sales Specialist Application – [Your Full Name]”. Candidates who include specific examples of past bourbon or spirits sales success will be prioritized for interview.