Sales Representative – Wine & Liquor Portfolio

Reference Number: SHO250911-2
Closing Date: 18 September 2025
Job Type: Permanent
Location: Centurion, Gauteng, South Africa
Company: Red Star (Shoprite Group)
Category: Sales

Purpose of the Role

The Sales Representative for the Wine & Liquor Portfolio will focus on growing market share, building client relationships, and promoting premium alcoholic beverages, especially within the hospitality and catering sectors. The role will be based in Centurion and plays a critical role in customer satisfaction, revenue growth, and opportunity identification.

Key Responsibilities

Sales Growth & Account Maintenance

Meet and exceed monthly and quarterly sales targets
Build and maintain strong client relationships
Position Red Star as the preferred liquor supplier in the hospitality industry
Maximise revenue via upselling and cross-selling

Market & Competitor Intelligence

Analyze market trends and competitor activities
Provide feedback on customer buying patterns to procurement and marketing teams
Research industry and consumer trends

Promotions & Merchandising

Implement promotional campaigns and seasonal offers
Provide product knowledge, food pairing suggestions, and menu placement support
Ensure product displays are optimized for visibility and sales

Customer Insights

Use customer feedback to support product and service improvements
Investigate and respond to customer concerns

Operational Coordination

Work with logistics and procurement for seamless order fulfillment
Resolve issues related to stock, invoicing, and delivery

Reporting & Administration

Maintain accurate call cycles and client visit logs
Submit sales reports and forecasts on time
Assist in training team members on best sales practices

Minimum Qualifications

Essential:
- Senior Certificate (Matric)
Desirable:
- Diploma or Degree in Sales, Marketing, Business Administration, or Hospitality Management
- WSET certification or sommelier training (advantageous)

Experience Required

Essential:
- 2+ years of B2B sales experience in liquor, food & beverage, or hospitality supply
- Strong knowledge of wine, food pairings, and spirits
- Proven ability to meet or exceed sales targets
- Valid driver’s license and willingness to travel within the assigned territory
Desirable:
- Experience in food & beverage distribution
- Established network in the hospitality and catering industry

Skills and Competencies

Motivated, energetic self-starter with accountability and discretion
Strong administrative and organisational skills
Excellent communication and reporting skills (English fluency – written & verbal)
Analytical, data-driven mindset
Understanding of procurement and negotiation processes
Solid commercial acumen and knowledge of retail financial principles
Customer-focused with a passion for consumer trends
Ability to prioritise, make fast decisions, and manage multiple tasks
Strong relationship-building and stakeholder management skills

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Sales Representative – Wine & Liquor Portfolio