NOVEL Whisky
On-trade sales rep
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On-Trade Sales Representative (Freelance), East London
Novel Whisky | Thiago Tequila
Location: East London (field-based)
Type: Freelance / self-employed contractor, 2–3 days per week
Rate: Competitive rate plus commission on new listings
About the Role
We're Novel Whisky and Thiago Tequila, two challenger brands on a mission to put flavour back at the heart of spirits. Now we need a partner in crime: someone who knows East London's bar scene like the back of their hand, can charm a head bartender in under five minutes, and gets genuinely excited about what's in the glass.
We're two independent spirits brands looking for a driven, well-connected on-trade sales rep to represent our ranges across East London's best independent bars and restaurants.
This is a shared role. It suits someone who knows the East London scene, enjoys building relationships face to face, and wants the flexibility of freelance work alongside other non-competing projects.
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Where You'll Be Working
- Shoreditch, Hackney, Dalston, Bethnal Green, Victoria Park, Walthamstow, and Stratford, focusing on:
- Independent cocktail bars and wine bars.
- Independent restaurants (mid-market and above).
- Small local groups (2–6 sites).
- Hotel bars and members' clubs where the fit is right.
What You'll Do
- Open new accounts and secure listings, including menu and back-bar placement.
- Build and maintain relationships with buyers, GMs, and bar managers.
- Take and process orders, working with each brand's distributor.
- Run staff trainings and tastings alongside the founders to drive rate of sale.
- Share market insight on pricing, competitor activity, and venue trends.
- Report weekly on calls, new listings, and pipeline through a shared CRM or tracker.
What We're Looking For
- On-trade sales experience in London, ideally with spirits or premium drinks.
- An existing network across East London's independent bar and restaurant scene.
- Confidence running tastings and staff trainings.
- Self-motivated and organised, comfortable working independently and reporting clearly.
- Genuine passion for craft spirits and hospitality.
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What We Offer
- Competitive day rate across 2–3 days per week, with fixed days agreed together.
- Commission on new account revenue.
- Travel and sample expenses reimbursed.
- Direct access to both founders, including local support for initial induction period.
- Freedom to take on other non-competing freelance work.
- A 4–8 week trial, with the opportunity to grow the role as demand increases.
How to Apply
Send a short message or CV to emma@novelwhisky.com or ej@thiagotequila.com, outlining your on-trade experience and the East London accounts you know well.
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