Selling wine and spirits shouldn’t be a guessing game. Whether you’re a global exporter, retailer, or distributor, I help businesses like yours strategically increase sales, improve merchandising, and optimize their distribution channels so their products don’t just sit on shelves—they move.
My expertise isn’t just theory—it’s built on real-world, results-driven strategies designed to help you scale smarter and sell more, without relying on endless discounts.
Sales Training for Wholesale & Retail Teams
A well-trained sales force is the difference between products that sit and products that sell. I equip wholesale distributors and retail teams with practical, high-impact sales techniques that increase conversions and customer engagement.
What I cover:
- Wholesale & distributor sales training – Helping distributors confidently sell your brand and prioritize your products.
- Retail staff training – Teaching teams how to engage customers, recommend the right wines and spirits, and upsell effectively.
- Product education & selling strategies – Making sure salespeople understand and believe in your products, so they can sell them with confidence.
- Proven upsell techniques – Increasing per-customer sales without pressure tactics.
Merchandising & In-Store Sales Optimization
If customers don’t see your products, they won’t buy them. Strategic merchandising is the key to turning passive shoppers into paying customers. I make sure your store or distribution channel is fully optimized to drive maximum sales.
How I help:
- Custom marketing materials – Shelf talkers, wine points, and gold stickers that act as silent salespeople, capturing customer attention and boosting conversions.
- Strategic shelving & layout design – Placing your high-margin products exactly where customers are most likely to buy them.
- In-store activations & wine tastings – Organizing engaging, results-driven events that create buzz and increase sales.
- Display optimization – Designing store layouts that maximize impulse purchases and ensure your products get noticed.
Portfolio Management & Optimization
Carrying the wrong products ties up capital and hurts profitability. I help importers and distributors fine-tune their product portfolios so they’re selling what customers actually want, not just what’s available.
What I do:
- Sales performance assessment – Analyzing your current product mix to find what’s working and what’s not.
- Smart product selection – Ensuring you stock high-opportunity wines and spirits that align with demand.
- Reducing waste & inefficiency – Eliminating underperforming SKUs and focusing on strong sellers that drive higher profits.
E-Commerce Setup & Digital Sales Optimization
Online alcohol sales are exploding. If you’re not optimizing your digital presence, you’re leaving a massive revenue stream untapped. I help businesses sell more wine and spirits online with a strategy that actually works.
How I support your digital sales:
- Website optimization for alcohol sales – Making sure your e-commerce store is designed to convert.
- E-commerce strategy development – Helping you sell effectively to both B2B and direct-to-consumer audiences.
- Digital merchandising & product positioning – Ensuring your online product pages are just as compelling as in-store displays.
Fractional Sales Manager for Scalable Growth
Need high-level sales leadership without the overhead of a full-time hire? As a Fractional Sales Manager, I provide expert sales strategy, team training, and retail execution support to help businesses increase sales and improve distribution—all on a flexible, results-driven basis.
How I help:
- Strategic sales leadership – I step in to optimize sales processes, strengthen distributor relationships, and improve overall sales performance.
- Distributor & retailer engagement – I ensure your brand is actively supported by distributors and prioritized by retailers.
- Sales team training & management – I coach sales teams on effective selling techniques, merchandising best practices, and upselling strategies.
- On-demand, flexible consulting – Whether short-term or ongoing, I provide hands-on sales leadership tailored to your business needs.
Custom Consulting on Any Aspect of Wine & Spirits Sales
Every business has unique challenges—that’s why I offer personalized consulting services tailored to your needs. Whether you’re looking to expand into new markets, strengthen distributor relationships, or fine-tune your sales process, I can help.
Some ways I can support your business:
- Breaking into new markets & scaling effectively
- Strengthening distributor & retailer relationships
- Developing a strong, data-backed sales strategy
- Custom solutions for optimizing product movement & profitability
The bottom line? Selling more isn’t about working harder—it’s about working smarter. If you’re ready to make real changes that increase revenue, let’s talk.
Book Your Free Wine & Spirits Sales Growth Audit
