General Manager – Sales | Uttar Pradesh Market | Spirits

Job Profile

We are looking for a seasoned General Manager – Sales to lead and expand our liquor sales in Uttar Pradesh. The ideal candidate will have strong knowledge of the UP-liquor market, state excise policies, distributor networks, and sales strategies for premium and IMFL products. This is a leadership role responsible for driving revenue growth, managing a large sales team, and ensuring strong brand presence across the state.

Key Responsibilities

Lead and manage all sales operations in Uttar Pradesh, covering distributors, wholesalers, and on-trade / off-trade channels.

Develop and execute territory-specific sales strategies to achieve revenue and volume targets.

Build and maintain strong relationships with CSD, excise officials, distributors, and key accounts.

Monitor state excise policies, regulations, and compliance requirements and ensure adherence.

Set and monitor sales targets, KPIs, and incentive structures for the team.

Analyse market trends, competitor activity, and consumer behaviour to optimize sales strategy.

Collaborate with marketing and brand teams to drive promotions, visibility, and product launches.

Oversee territory sales forecasting, reporting, and budget management.

Mentor, train, and motivate the regional sales team to ensure high performance.

Skills and Qualification

Graduate / Postgraduate in Business, Marketing, or related field (MBA preferred).

12–20 years of experience in liquor sales, with strong focus on the Uttar Pradesh market.

In-depth knowledge of state excise laws, CSD sales, and IMFL distribution networks.

Proven track record of achieving sales targets and growing market share.

Excellent leadership, negotiation, and stakeholder management skills.

Strong analytical, strategic, and execution abilities.

Why Join Us

Lead sales for a premium liquor brand in one of India’s largest and most dynamic liquor markets.

High-impact role with visibility at senior management level.

Competitive salary with performance-linked incentives.

Opportunity to shape sales strategy and expand market presence in Uttar Pradesh.

Location : Chandigarh

Company : Alcostar Group of Companies

Experience : 12–20 years | Industry : Liquor / Distillery / Spirits

To Apply

Send your CV to

Corp.HR@alcostardistillers .com with the subject line : Application – GM Sales (UP Market) or apply directly via LinkedIn.