National Sales Director

Job Description

Job Description

About Sprecher Brewing Company

Founded in 1985, Sprecher Brewing Company is an iconic craft beverage producer headquartered in Glendale, WI. Known for America’s original fire-brewed craft sodas—including our award-winning Sprecher Root Beer—we are rapidly expanding into emerging beverage categories (energy, lemonade, Better-for-you and beyond) while scaling our flagship sodas nationwide. With 40 years of tradition and innovation, Sprecher is on an ambitious journey to become a $100+ million national craft beverage platform. We are looking for elite talent to help take us to the next level.

Position Overview

Sprecher Brewing Company is seeking an accomplished, high-impact  Senior Sales Leader to drive our next stage of growth across national and strategic regional channels. This is an  in-market, offsite role requiring frequent travel and strong customer-facing leadership.

The ideal candidate will bring  a substantial book of business—$5M–$10M+ in short-order opportunities—and has demonstrated success in building and scaling carbonated soft drink (CSD) brands profitably across names like Kroger, Albertsons, BJ’s, Club, Walmart, Dollar stores, DSD and more.

This is a hands-on role for an executive who can think strategically while executing tactically in fast-paced, velocity-driven beverage categories like craft soda, energy drinks, and lemonade.

Key Responsibilities

• Own and scale national sales : Build and execute strategic sales plans to grow Sprecher, Oh La Lemin BYF Lemonade, Juvee Energy, and other brands across U.S. retail channels.
• Deliver multi-million-dollar growth : Bring in immediate revenue ($5M−$10M+) through existing buyer relationships and carbonated soft drink category authority.
• Expert dealmaker : Drive profitable volume and distribution growth across supermarket, club, mass, convenience, and specialty channels.
• Strategically direct both DSD and direct business : Navigate and optimize delivery methods based on profitability and velocity goals.
• Lead major account expansion : Scale distribution and revenue at key accounts including  Kroger, Safeway/Albertsons, BJ’s, Publix, Walmart ,  Dollar, and others.
• Use data to drive execution : Analyze performance through  IRi, Nielsen, 8451, Circana, VIP or other syndicated sources to drive success.
• Champion VPO (Velocity Per Outlet) : Own performance metrics that drive sell-through success and repeat purchases.
• Collaborate deeply : Work with marketing, finance, and supply chain to align strategy and execution around high-margin growth.
• National team influence : Lead with influence, driving execution across regional managers, brokers, and field teams.
• Be in the market : Maintain high visibility with buyers, distributors, and accounts through frequent travel and market work.

Required Experience

• 10–20+ years of successful  national beverage/CSD leadership , with deep experience in carbonated soft drinks, energy, lemonade, and/or better-for-you beverages.
• Proven track record of delivering $5M–$10M+ growth within 12–24 months.
• Extensive buyer and distributor relationships with major retailers and channel partners.
• Strong financial acumen and experience with DSD mechanics and direct-ship business models.
• Mastery of retail and syndicated tools (IRi, Nielsen, 8451).
• Deep understanding of  velocity per outlet (VPO) and how to drive measurable performance.
• Strategically hands-on: builders, hunters, brand evangelists.
• Bachelor's degree required; MBA preferred.
• Willingness to travel 50%+ as needed to meet with buyers, teams, and leadership.