Sales Representative

Frank Liquor of La Crosse Inc., a family-owned beverage distributor, is seeking a Sales Representative to grow our beer, wine, and spirits portfolio across retailers, bars, and restaurants in the La Crosse area. In this field-based role, you'll manage a territory, build strong customer relationships, present product offerings and promotions, and execute in-store merchandising and displays. You'll collaborate closely with delivery and operations teams, track performance with sales tools, and support tastings and events, all while representing a community-focused, team-oriented company.

Responsibilities

• Manage and grow beverage sales within an assigned territory across retailers, bars, and restaurants

• Build and maintain strong customer relationships through regular on-site visits and follow-up

• Present product portfolio, promotions, and brand programs to drive volume and visibility

• Negotiate shelf space, pricing, and displays to maximize brand presence and sales

• Monitor market trends, competitor activity, and account performance to identify opportunities

• Collaborate with delivery, warehousing, and operations teams to ensure accurate and timely orders

• Prepare sales reports, forecasts, and territory plans using CRM or sales tools

• Support tastings, promotions, and special events to build brand awareness

• Educate customers on product offerings, category trends, and responsible selling practices

• Uphold company standards for professionalism, integrity, and compliance with alcohol regulations Required Skills

• Territory sales management

• Account management

• Negotiation

• Customer relationship management

• Product and category knowledge (beer, wine, spirits)

• Sales reporting and forecasting

• CRM or sales software proficiency

• Merchandising and retail execution

• Presentation skills

• Knowledge of alcohol/beverage regulations