Founded by a serial entrepreneur and whiskey industry veterans, GF Spirits is bringing the full Kentucky bourbon experience to Texas with an authentic Buzick-built rickhouse located on a working bison and cattle ranch outside of College Station, TX. Our flagship brand, UNREINED WHISKEY, introduces two world-class whiskeys made from bourbon distilled in Kentucky and Texas, carrying a 6-year age statement, and aged in the humid subtropical Texas climate. We are in full launch mode for August and are looking for a leader to build and drive our sales team.

We believe that if you have a bold ambition. Don’t hold back - Go ALL IN to achieve it. 

Built for those who don’t flinch, fold, or play it safe. This is whiskey for the bold—the risk-takers, the relentless, the ones who stare down the odds and say: Bring it on. 

We don’t ride luck. We make our own. Talk is cheap. Taste is everything. 

Every drop is forged by age, heat, and the grit of our rugged home, then blended with precision, artfully born and backed by science. 

Our whiskey hits hard—and it never misses. Innovation. 

Intelligence. Loyalty. Integrity. Pride. That’s our code.

 

Here’s to the wild ones. The fearless. The bold. The ones who break free, aim true, and go all in.

Not your typical Texas Whiskey… That’s the point

UNREINED WHISKEY

Whiskey raised in Texas for those who go all in.

We are seeking a seasoned sales expert in spirits who is ready to hit the ground running—an entrepreneurial individual with the confidence and leadership skills to effectively build and lead a sales team. A brand builder and a bulldog. You are not only an exemplary leader in sales but also proudly serve as the brand's ambassador. Your foundation is built on hands-on market experience, and you are a strong executor who encourages your team and distributor relationships to take action and get things done. 

 

You are an authentic communicator who still believes in picking up a phone, getting in the car or on a plane, understands the importance of open communication, and can handle hard conversations face-to-face. You have the drive to continue developing and honing your skills while contributing dynamic, strategic ideas and leadership to your team.

 

You have the unwavering desire to “win daily" and be part of a proud team of creative, disrupting, and innovative industry professionals; you're ready to join the adventure, achieve big goals, and grow a brand. 

GF Spirits is seeking a strong sales executive from the spirits industry with experience managing key accounts both on-premise and off-premise, as well as with chains and distributors. As the Director of Sales, you will drive performance by providing leadership and an overall sales strategy. You will oversee the creation of your team, from recruitment to talent development. Your responsibilities will also include leading efforts to enter new distribution markets, which should be supported by developing a robust, ongoing working relationship rather than just managing it. Your success will depend on effective field execution, strong team performance, and effective profitability management.

The individual in this position is a self-starter who thrives in an entrepreneurial, results-driven environment. You possess the ambition to build something authentic and utilize your strong interpersonal skills to develop and maintain relationships with distributors and industry members. You and your sales team will be responsible for creating and executing the company's annual sales operating plan, which the entire company will depend on, and helping achieve this with our distributor partner throughout Texas and the eventual regional/national roll-out.

Our Expectations

§  Be a crucial collaborator in the long-term strategic planning and forecasting to develop a plan spanning 1 to 5 years.

§  Motivate distributors and sales personnel to achieve goals and drive revenue.

§  Ensure effective execution of strategic plans.

§  Increase sales and revenue year over year, while efficiently controlling costs and maximizing dollars spent.

§  Provide strong leadership within the company and with distributors by setting an example, offering guidance, and inspiring all key stakeholders to contribute to company profitability.

§  Allocate approximately 80% of your time in the market.

§  Build out a 3-5 person TX-based sales team within the first 12 months

 

§  Educate distributor staff and the trade to ensure they understand our products, brand story, and positioning.

§  Motivate distributor teams to become champions of our brands; create a framework that holds them accountable through agreed-upon marketing & sales plans; conduct review meetings to evaluate brand performance against objectives and recommend improvements.

§  Monitor the inventory level of products and POS to avoid out-of-stocks and alert GF’s ownership accordingly for production and ordering. 

§  Increase market share by conducting trade and competitor data research, as well as gap analysis.

§  Develop strategic alliances to enhance sales, profitability, and brand presence.

§  Implement creative and targeted distributor incentives that maximize their attention to our brands.

§  Work with fellow leadership to coordinate and prepare presentations for General Sales meetings.

 

§  Develop and execute a distribution strategy, commercial plans, and growth drivers in alignment with the brand strategy.

§  Develop merchandising and point-of-sale programs and guidelines, working closely with the Marketing Team and fellow leadership on design and ordering.

§  Co-develop and implement brand plans to deliver annual goals, in terms of share, volume, revenue, contribution, distribution, and pricing.

§  Implement a long-term strategy to maintain and then grow our PODs.

§  Promotions, especially on-premise, will be an important element in the development of the company’s brands. The Director of Sales will oversee promotions to ensure the effective implementation of promotional activities and adherence to brand positioning guidelines.

§  Co-develop and execute experiential programs for consumers, bartenders, and trade.

§  Conduct pre- and post-promotion/event ROI analysis.

§  Establish and monitor marketing and sales expense budgets to ensure proper control.

 

§  Develop and maintain effective personal relationships with key trade customers, including distributors, wholesalers, and on and off-premise accounts.

§  Develop plans to motivate key on- and off-premise accounts to purchase and promote company brands; ensure proper shelf management; spearhead creative activations, dealer loaders, and other initiatives.

§  Monitor accounts sold and distribution levels regularly to ensure the achievement of brand goals.

§  Monitor trade inventory levels of product and POS to eliminate out-of-stocks.

§  Create a targeted sampling program across all markets.

 

§  Lead, mentor, and inspire the sales team to perform at their fullest potential by utilizing company/distributor reports, monitoring performance, and establishing ambitious but achievable KPI’s.

§  Collaborate with the Ownership and the Marketing Team for online marketing initiatives.

§  Represent the company at industry events, trade shows, and other networking opportunities to promote brand awareness and foster new partnerships.

 

§  Co-develop and participate in quarterly sales reviews for the company’s board and owners.

§  Maintain a monthly report to the Ownership, including, but not limited to:

o   Performance versus plan (sales/marketing expenditures per case, pricing, volume, etc.)

o   Distribution, key account performance, and relationships

o   Competitive activity

o   Changes in the market environment

§  Assist the Ownership with information and other special projects as required.

§  Collaborate cross-functionally with marketing, operations, and finance teams to ensure alignment of sales efforts with overall business objectives.

·       You love what you do; your craft is your passion

·       You are trustworthy and exercise great humility. Integrity always.

·       Professional and personable

·       Team-driven, you are helpful and service-driven

·       Readily available but appreciates heavy autonomy

·       Very diligent and detail-oriented

·       Deadline-focused and goal-driven

·       Resourceful

·       A sincere individual with strong ethics

·       You are eager to learn

·       You are an excellent communicator who values face-to-face conversations

·       A strong executor who gets things done

·       Proven ability and experience in selling, marketing, and promoting fast-moving consumer goods

·       At least +10 years of sales leadership experience in the spirits segment

·       Knowledge of distribution channels and expertise in managing distributors

·       Must possess a strong business acumen focused on leadership & entrepreneurial business skills

·       Self-motivated individual, thriving in both autonomous and team environments

·       Strong interpersonal skills with excellent written and oral communication

·       Strong presentation skills

·       Financial and business acumen in the areas of data analysis, budgeting, reporting, planning, and sales knowledge

·       A successful track record in executing sales strategies and initiatives 

·       Able to obtain and meet industry licensing requirements as needed

·       Self-starter who thrives in a fast-paced environment and can contribute strategically to the bottom-line objectives of the company

·       Passion for people and developing brands 

·       Excellent organization skills, multi-tasking, and project management skills are required, including the ability to manage multiple competing priorities

·       Must be able to travel as needed

·       Must possess a valid driver's license and secure and maintain auto liability insurance by state laws

·       Must be 21 years of age

·       Proficiency in Microsoft Office (Outlook, Teams, PowerPoint, Excel, Word); Adobe; VIP/iDig/Karma CRM program

·       Full benefits including health, dental, and vision 

·       Match 401k

·       Paid time off

·       Profit pool

·       Car & tech allowance

·       Flexible work environment

·       Prolonged periods of standing and walking

·       Ability to lift up to 30 pounds