Sales Manager – On-Premise (Beer), Delhi

Company: Chaar Craft Brewing Pvt Ltd.

Location: New Delhi, India (on-site / field)

Type: Full-time

Reports to: Director

About us

Chaar Craft Brewing Pvt Ltd. is a part of the Pacific Spirits group. The group has been part of India's beverage story since 1994 — from pioneering canned beer to brewing some of the country's best-known names. We're building the next chapter with two beers people are excited about: Stroh's Detroit Strong, the iconic American brand in 500 ml cans, and CHAAR, our homegrown craft label — already on draught across Delhi in 20L kegs, with new bottles landing soon.

We're hiring a Sales Manager to own the on-premise business for both brands across the city.

The role

You'll own on-premise sales for CHAAR and Stroh's across Delhi — building the team, the accounts, and the activations that put our beer on draught, in chillers, and on every excellent drink menu in the city. This is a senior field-and-leadership role that pairs today's business (existing kegs and cans) with a big launch runway (two new CHAAR bottle variants and Stroh's Light Lager in 330 ml) over the next 12 months.

The brands and the SKUs you'll drive

- CHAAR — 20L kegs, 5 variants (live on-premise today)
- Stroh's Detroit Strong — 500 ml cans (live on-premise today)
- CHAAR — 2 new variants in 330 ml bottles (launching)
- Stroh's Light Lager — 330 ml bottles (launching)

What you'll do

- Own on-premise P&L; for Delhi — volume, distribution, visibility, pouring presence




- Build and lead a team of Territory Sales Executives and Trainees across the city
- Drive primary & secondary sales of existing SKUs across bars, pubs, restaurants, clubs, hotels, and HoReCa chains
- Plan and lead the launch of CHAAR 330 ml bottles (2 variants) and Stroh's Light Lager 330 ml — distribution rollout, menu placement, chiller presence, and activations
- Own key accounts — hotel chains, premium restaurant groups, and Delhi's top nightlife venues
- Grow draught and keg presence at scale across the city
- Build strong relationships with F&B; directors, GMs, bar managers, and mixologists
- Design and execute activations, bartender engagement, sampling, promotions, and brand nights
- Manage distributor stock, ordering, and timely replenishment to keep taps pouring and chillers full
- Set and hit monthly volume, distribution, activation, and launch-rollout targets
- Track competitor pricing, menu placements, draught contracts, and activations; feed intelligence back to the team
- Operate within Delhi excise regulations and ensure compliant trade practices

What you'll bring

- 5–8 years in on-premise / HoReCa sales, ideally in beer, alcobev, or FMCG
- Proven people-leadership experience — hiring, training, coaching, and driving a field team




- Strong existing network across Delhi's HoReCa trade (hotels, restaurants, clubs, bars)
- A track record of hitting volume, distribution, and launch targets
- Hands-on experience launching new SKUs or brands on-premise
- Strong commercial acumen — pricing, trade schemes, activation ROI, distributor economics
- Comfort in the field daily, with willingness to work evenings and occasional weekends for activations and account visits
- Graduate degree; MBA a plus

Bonus points

- Direct experience launching a new beer or draught brand on-premise in Delhi
- Existing relationships with Delhi's 5-star hotel chains, premium restaurant groups, or nightlife operators
- Familiarity with Delhi excise norms, draught licensing, and on-premise approvals
- Trade-marketing / activation planning background

What success looks like in year one
- CHAAR 20L kegs pouring across top on-premise accounts in Delhi
- Stroh's Detroit Strong in chillers across key outlets
- A clean, on-time launch of CHAAR 330 ml and Stroh's Light Lager, with defined distribution, visibility, and activation milestones hit
- Month-on-month growth in volume and active outlets
- A high-performing on-premise team you've built, trained, and retained

How to apply

Apply here on LinkedIn, or send your CV to [email protected]
- * Chaar Craft Brewing is an equal-opportunity employer. This role involves the sale of alcoholic beverages; applicants must be of legal drinking/working age. We promote responsible consumption.

📌 On Premise Sales Manager (New Delhi)
🏢 chaar craft brewing
📍 New Delhi