Assistant Sales Manager – Off-Trade (Stroh's), Delhi

Company: The Stroh's Brewery Company India Pvt Ltd

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

Type: Full-time

Reports to: Sales Manager – Off-Trade

About us The Stroh's Brewery Company India 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've brought back one of the most iconic American beers — Stroh's — as Stroh's Detroit Strong (6.5% ABV) in 500 ml cans.

The brand is live in Delhi and already available across 250+ off-trade stores, with more variants on the way. We're hiring an Assistant Sales Manager to grow that footprint and lead our retail business across the city.

The role

You'll be out in the market every day, walking liquor stores shoulder-to-shoulder with our Sales Executives, meeting shop managers, building relationships with counter staff, and converting those relationships into orders. This is a hands-on field role for someone who knows that strong retail numbers are built outlet by outlet, person by person. You'll own a cluster of territories in Delhi, coach the executives working them, and be the face of Stroh's to the retailers in your patch.

The brand and SKUs you'll drive

- Stroh's Detroit Strong — 500 ml cans (6.5% ABV) — now in 250+ Delhi stores
- Other Stroh's variants as they come to market

What you'll do

- Visit liquor stores across your Delhi cluster daily, alongside Sales Executives, as the senior field presence for Stroh's
- Build strong,



trust-based relationships with shop owners, managers, and counter staff — the people who actually recommend what the customer walks out with
- Drive primary & secondary sales of Stroh's Detroit Strong and other variants — more orders, bigger orders, more frequent reorders
- Grow outlet coverage and distribution (numeric and weighted) across your cluster — take us well past 250 stores
- Secure visibility at every store — chiller placement, shelf presence, POS/merchandising, and planogram compliance
- Coach, support, and review the Sales Executives working your territories — joint calls, feedback, and lifting their numbers
- Plan and execute trade schemes, promotions, and in-store activations; track their impact
- Manage distributor stock, ordering, and timely replenishment to avoid out-of-stocks
- Hit monthly volume, distribution, and visibility targets across your cluster
- Track competitor pricing, schemes, and new launches; feed market intelligence back to the team
- Operate within Delhi excise regulations and ensure compliant trade practices

What you'll bring

- 3–5 years in off-trade / retail field sales, ideally in beer, alcobev, or FMCG
- Hands-on knowledge of Delhi's liquor retail trade and distributor networks




- A proven relationship-builder — the retailers in your old territory will take your call
- Early people-management exposure — joint calls with juniors, on-ground coaching, performance feedback
- A track record of hitting volume and distribution targets
- Strong negotiation and commercial instincts
- Comfort being in the field daily, with willingness to travel across Delhi
- Graduate degree; MBA a plus

Bonus points

- Existing relationships with Delhi liquor retailers and distributors
- Experience selling strong beer or a 6.5%+ ABV product in Delhi off-trade
- Experience launching or scaling a new beer / alcobev brand
- Familiarity with Delhi excise norms, licensing, and retail trade practices
- Comfort with sales data and reporting tools

What success looks like in year one
- Stroh's Detroit Strong distribution grown well beyond our current 250-store base, with deeper penetration across your cluster
- Month-on-month growth in volume, active outlets, and order size per outlet
- Strong, personal relationships with shop managers and counter staff that make Stroh's the recommendation at the counter
- Sales Executives in your cluster hitting (and beating) their numbers
- A clean compliance record under Delhi excise norms

How to apply

Apply here on LinkedIn, or send your CV to [email protected]
- The Stroh's Brewery Company India Pvt Ltd 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.

📌 Assistant Retail Sales Manager (New Delhi)
🏢 The Stroh's Brewery Company India
📍 New Delhi