Sales Associate - Wines & Spirits

About the role

A reputable importer and distributor of premium wines and spirits is looking for a Sales Associate to drive revenue growth and expand its market presence across assigned territories in Ghana. The company supplies supermarkets, hotels, restaurants, bars and retail outlets. The role suits a proactive field professional with strong negotiation skills and deep knowledge of the beverages industry.

Key responsibilities

• Generate new leads through cold calling, field visits, networking and referrals to build a client pipeline.
• Meet retailers, hotels, restaurants, bars and distributors face-to-face to present and promote wine and liquor products.
• Negotiate pricing and commercial terms, handle objections and close sales to meet monthly and quarterly targets.
• Maintain client relationships so that repeat business, product visibility and upselling opportunities are secured.
• Prepare regular sales reports, track performance against targets, monitor competitors and share market insights with management.
• Plan daily and weekly field visits to maximise market coverage, product placement and distribution efficiency.
• Ensure proper product display, branding and stock levels at client outlets.

Required profile

• Minimum of 5-10 years' sales experience, preferably in wines, spirits, beverages or FMCG.
• Proven track record of meeting or exceeding sales targets.
• Good understanding of the wines and spirits market and its distribution channels (HORECA, retail, supermarkets).
• Willingness and ability to travel regularly within assigned territories; a valid driver's licence is an advantage.

Required skills

• Strong communication, negotiation and interpersonal skills.
• Ability to work independently, manage time well and operate in a field-based environment.
• Strong organisational and planning skills.