General Manager – Sales | Uttar Pradesh Market | Spirits

Job Profile

We are looking for a seasoned General Manager – Sales to lead and expand our liquor sales in Uttar Pradesh. The ideal candidate will have strong knowledge of the UP-liquor market, state excise policies, distributor networks, and sales strategies for premium and IMFL products. This is a leadership role responsible for driving revenue growth, managing a large sales team, and ensuring strong brand presence across the state.

Key Responsibilities

·       Lead and manage all sales operations in Uttar Pradesh, covering distributors, wholesalers, and on-trade/off-trade channels.

·       Develop and execute territory-specific sales strategies to achieve revenue and volume targets.

·       Build and maintain strong relationships with CSD, excise officials, distributors, and key accounts.

·       Monitor state excise policies, regulations, and compliance requirements and ensure adherence.

·       Set and monitor sales targets, KPIs, and incentive structures for the team.

·       Analyse market trends, competitor activity, and consumer behaviour to optimize sales strategy.

·       Collaborate with marketing and brand teams to drive promotions, visibility, and product launches.

·       Oversee territory sales forecasting, reporting, and budget management.

·       Mentor, train, and motivate the regional sales team to ensure high performance.

Skills and Qualification

·       Graduate / Postgraduate in Business, Marketing, or related field (MBA preferred).

·       12–20 years of experience in liquor sales, with strong focus on the Uttar Pradesh market.

·       In-depth knowledge of state excise laws, CSD sales, and IMFL distribution networks.

·       Proven track record of achieving sales targets and growing market share.

·       Excellent leadership, negotiation, and stakeholder management skills.

·       Strong analytical, strategic, and execution abilities.

Why Join Us

·       Lead sales for a premium liquor brand in one of India’s largest and most dynamic liquor markets.

·       High-impact role with visibility at senior management level.

·       Competitive salary with performance-linked incentives.

·       Opportunity to shape sales strategy and expand market presence in Uttar Pradesh.

Location: Chandigarh

Company: Alcostar Group of Companies

Experience: 12–20 years | Industry: Liquor / Distillery / Spirits

To Apply

Send your CV to Corp.HR@alcostardistillers .com with the subject line: Application – GM Sales (UP Market) or apply directly via LinkedIn.