Off-Premise Sales Representative
Richmond, VA Sales Department
Job Type

The Role

Help us expand and grow the Hardywood brand throughout Central Virginia.  We’re looking for someone with heart and drive to promote and maintain awareness of our portfolio of brands at grocery and convenience stores across our largest distribution footprint in the state. 

You’ll report to our Sales Manager and  work closely with our wholesalers in central Virginia, the Hardywood National Account Manager, as well as the rest of the hard working members of Hardywood’s team, to grow sales volume by developing existing accounts, securing new accounts, as well as executing promotions and merchandising throughout the brewery’s home market.


  • Build strong working relationships with distributor partner sales team members and work closely together to achieve shared goals, including frequent ride-alongs, sales presentations, and occasional crew drives.
  • Develop relationships with grocery and convenience store decision makers to consistently grow distribution and optimize merchandising and feature execution.
  • Develop a masterful understanding of Hardywood brands and their place in the grocery and convenience store markets
  • Maintain a regular schedule of audits of existing accounts
  • Proactively pursue new large format and convenience store independent accounts 
  • Merchandise and execute effective grocery floor displays and coolers  in order to increase sales volume
  • Increase points of distribution in independent convenience stores in assigned territory
  • Utilize Hardywood point of sale materials in accounts to maximize visibility and awareness of offerings
  • Support the National Account Manager as needed in assigned territory.  
  • Spend up to three days per month in both the Charlottesville and Fredericksburg markets, with the bulk of time focused in and around the Richmond market.
  • Execute monthly and quarterly goals as assigned by the Sales Manager and Director of Sales
  • Increase market share, distribution, and sales of Hardywood products
  • Always display the standard of excellence of the brewery in all interactions with the public
  • Seek continuing education related to brewery and beer knowledge, market knowledge, and technical skills related to digital tools and applications used in the role
  • Maintain expert knowledge of beer, the brewing process, beer history and current industry trends
  • Maintain familiarity with VA ABC laws and practices for assigned territory
  • Utilize sales software to identify opportunities in the market
  • Other duties as assigned by Sales Manager
  • Bachelor’s degree preferred or equivalent work experience
  • A minimum of one year in sales or related industry experience, wholesale experience is a plus
  • Must live in, or have prior experience in the market area for which candidate is responsible
  • Clean driving record, valid driver’s license and vehicle insurance is required
  • Desire to obtain Cicerone™ Certified Beer Server within 60 days, with interest in studying for and passing Cicerone™ Certification Exam within 1 year
  • Ability to multi-task and work in an organized fashion
  • Ability to work both independently and within a team to accomplish goals
  • Ability to work evenings, weekends and holidays as needed
  • Must have a working knowledge of the fundamentals of beer, distribution and/or retail alcohol sales knowledge is a plus
  • Excellent oral and written communication skills 
  • Proficiency with number-based metrics to quantify success and opportunities within your market
  • Must have proficient computer skills, including but not limited to spreadsheets, Google Workspace apps, Slack, and CRM (customer relationship management) applications.
  • Must be willing and able to assist with out-of-market promotions and festivals as needed
  • Ability to lift and move 35 lb. cases of beer frequently, and move and place 165 lb. kegs as needed