BRULO®
Business Development Manager, London On-Trade
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The Role
You are our first feet on the street. You will open London’s independent on-trade, starting with the venues that already take your call, then door by door. Get BRULO tasted, listed, and reordered, and turn a patch of ~450 target venues into the demand engine our whole trade business runs on.
About BRULO
Alcohol-free beer has a reputation. BRULO exists to ruin it. Hop forward, full-flavoured, miles ahead of what most people think alcohol-free can be. Four Great Taste Awards in 2026. The Guardian called us the “Rolls-Royce of Alcohol Free Beer.” The Telegraph gave us 5/5 in a blind taste test. 73% repeat purchase rate. 79 NPS.
We’ve sold millions of cans worldwide, almost entirely through organic growth. Until recently, BRULO was a passion project for our founder James Brown, who built Beer52 into the world’s largest craft beer subscription community before exiting. Now we’re all in: first investment round closed, Morrisons nationwide, and a team being built to take this from cult brand to category leader. Our co-chairs are Alex Carlton, founder of Funkin, and Andrew King, former CEO of Funkin (sold to AG Barr) and PJ Smoothies (sold to PepsiCo).
Why This Role Exists
London has thousands of pubs, bars, restaurants, bottle shops, and cafes whose alcohol-free offer is one dusty mainstream lager. Wholesalers have told us plainly: bring us the demand and we’ll carry it everywhere. Nobody creates demand from a desk. This role is the answer, and it is the first of its kind at BRULO: prove the model in London, and you’ll be the one who builds the team that rolls it out.
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What You Will Own
A defined patch of around 450 target venues across two or three London clusters. Walking in, getting the beer in front of the decision-maker, and closing the first order. Tastings and sampling; the liquid is the pitch. The reorder, not just the listing. Draught conversations with venues that can carry a keg line. Orders routed through Sellar and our wholesale partners so every account you open strengthens the whole trade business, and a simple weekly scorecard: doors knocked, accounts opened, reorders secured, what you learned.
What Success Looks Like
Sixty to seventy-five actively reordering accounts by month six. Hit that, and you will likely be hiring the second rep. We set the bar openly because we would rather you chase a number than a vibe.
Who You Are
You have sold drinks into London’s independent on-trade, and you have the relationships to show for it. Bar managers, GMs, and buyers reply when you message. You can name the venues you would walk into in week one, and you are just as happy knocking on the ones you don’t know yet. Organised enough to run your own patch, honest enough to report the real numbers. And you care about what is in the glass: you believe in alcohol-free as a category, and you would order it yourself.
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Who You Are Not
Someone who wants to manage from a laptop. Someone who counts listings instead of reorders. Someone who needs a warm lead before knocking.
How We Work
Lean and mean by design. We measure success by revenue per employee, not headcount or office size. We are AI native: everyone in the business uses AI daily and is expected to keep getting better at it, and we will teach you to use it for route planning, account notes, and follow-ups so your time goes on doors, not admin. Everyone who joins gets EMI share options. Not just senior hires. Everyone. We want owners, not employees.
Package, and How You Earn
On target earnings £60,000 in year one. Base £38,000 to £42,000 depending on experience and the strength of your network, with uncapped commission paid monthly.
How to Apply
Send us:
- Your CV or LinkedIn
- The account win you’re proudest of, with numbers
- Three London venues you’d walk into in week one
No lengthy interview process. A call, then a few hours in trade together so we can see you in action.
No agencies. No recruiters. We read every application ourselves.
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