Bay Area Sales Representative

OVERALL 

The Bay Area Brewery Sales Representative serves as the primary ambassador for Alvarado Street Brewery across the greater Bay Area. This role is responsible for building and maintaining strong relationships with both existing and prospective accounts, while driving sales performance through strategic collaboration with distributor partners and retail accounts.

The ideal candidate is a self-starter who thrives in an independent, field-based role, takes initiative, and brings both creativity and strategic thinking to expanding brand presence across on- and off-premise channels.

Success in this role requires experience working with and managing customer  relationships, including the ability to influence and align with distributor sales teams and key stakeholders. This individual will develop and execute targeted strategies to grow priority SKUs in the market, ensuring strong visibility, distribution, and velocity.

Additionally, this role will identify and participate in high-impact events, promotions, and festivals to drive brand awareness and consumer engagement, while representing the brand with professionalism and energy.

This is a full-time, salaried role with a base compensation range of $75,000 to $80,000 depending on experience, skills, and qualifications.  It also includes eligibility for our sales incentive program. Sales team members are additionally equipped with a cellphone stipend, mileage reimbursement and an expense account.

We offer a comprehensive benefits package, including 100% employer-paid premiums for employee medical, dental, life, and disability insurance and mental health counseling. Employees also enjoy generous paid time off, sick days and a 401(k) plan with up to a 3% employer match - eligible after the first year of employment.

KEY RESPONSIBILITIES:

• Build and maintain strong relationships with existing and prospective accounts.


• Partner with brewery and distributor teams to identify and grow key SKUs in target markets and channels.


• Represent the brewery daily as the primary brand ambassador in the Bay Area.


• Develop and execute territory sales strategies with minimal oversight.


• Drive new sales opportunities while ensuring growth with existing accounts.


• Collaborate with distributor partners team and resources to maximize reach and impact.


• Work in sync with the Director of Sales to Manage allocations, release schedules, and preorders in alignment with brewery and wholesaler activity. 


• Report on market trends, pricing, roadblocks, and new opportunities.


• Represent the brewery at key events, festivals, and activations.


• Use sales data and reporting to evaluate performance and adjust strategy.

TIME ALLOCATION (approximate):

• 35%: Partner with existing accounts (key on- and off-premise accounts, allocations, preorders, wholesaler coordination).


• 55%: Generate new business with on- and off-premise accounts, working closely with distributor partners.


• 10 %: Administrative duties (sales reporting, evaluating data, planning). Setting appointments in advance, work withs, presenting to wholesalers.  Etc.

SKILLS & EXPERIENCE

• 2–4+ years in beverage/alcohol sales, preferably craft beer or related industry. Experience managing distributors (or self distribution) is a plus. 


• Strong knowledge of on- and off-premise account dynamics in the Bay Area.


• Ability to work independently, take initiative, and execute territory strategy.


• Strong communication, relationship-building, and presentation skills.


• Comfortable analyzing sales data and translating insights into action.


• Willingness to attend events, festivals, and evening/weekend activations. 


• Creative, motivated, and entrepreneurial mindset. Beer lover! 


• Strong understanding of pricing, trends, and competitive landscape.


• Team player who can collaborate effectively with sales, production, and distributor teams.


• Passion for craft beer and commitment to representing our brand with professionalism and enthusiasm.


• Valid driver’s license and reliable transportation required.


• Computer savvy - proficient with google suite - mail / sheets / slides / CRM / Encompass a plus. 


• Superior attention to detail


• Adaptable with the ability to prioritize tasks.

PHYSICAL & MENTAL REQUIREMENTS

• Able to stand, walk, and be on your feet for prolonged periods


• Able to safely navigate crowded spaces


• Able to maneuver packages of any weight above 75 pounds with appropriate equipment and/or assistance


• Able to move 165-pounds, using appropriate techniques and tools


• Able to work in a production environment which may be loud, slick, humid, cold, and hot


• Computer literate


• Able to drive motor vehicles


• Able to comply with and enforce all health, safety, and personal hygiene policies and standards.

PERKS / BENEFITS

• Medical, Dental, and Vision Insurance (100% paid monthly premiums)


• 401K with 3% employer match


• Paid vacation time off, paid holidays and sick leave


• Expense account


• Employee discounts on food and beverage at our Monterey, Carmel, and Salinas locations.

ABOUT ALVARADO STREET BREWERY 

Alvarado Street Brewery was founded by father-son duo John and J.C. Hill in March of 2014. What started as a neighborhood brewery restaurant in Downtown Monterey has evolved into four locations dedicated to serving Monterey county’s locals and visitors alike. Our production brewery & tasting room opened in the Spreckels Junction area of Salinas in 2016. In early 2018 we opened our R&D pilot brewery and bistro in Carmel-by-the-Sea, known as the “Stro”. Most recently in November of 2022, we opened Alvarado on Main, an art deco styled restaurant and bar in the center of Oldtown Salinas.

We are committed first and foremost to the community we serve. Beer is a common thread that brings people together of all backgrounds and walks of life, and we welcome everyone through our doors. As an employer, we strive to ensure an equitable working environment that’s centered on inclusion and diversity. As a community partner, we engage with local nonprofits and environmentally focused organizations to be a great steward of the beautiful area we call home.

EQUAL OPPORTUNITY EMPLOYER

Alvarado Street Brewery & Bistro provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, sex, creed, gender, religion, marital status, age, national origin or ancestry, physical or mental disability, medical condition including genetic characteristics, sexual orientation, citizenship, pregnancy, childbirth and related conditions, military or veteran status, gender identity, gender expression, gender transitioning/transitioned, or any other consideration made unlawful by federal, state or local laws.