Regional Sales/Territory Managers

Since 2024 in regional roles there is a chronic undersupply of candidates. The talent pool at the junior level has seen a lot of new entrants from other areas (not necessarily alcohol). These new entrants are likely to stay in their roles for at least 2 years while they learn the role & product and perhaps gain some industry qualifications. Looking forward to the end 2025/2026 there could be an increase in the supply of candidates in this sector.

Specific demand since 2024 in regional sales are experienced candidates, for example, at Territory Manager level who have an established & proven contact book, experience running an area and developing new business. These candidates are looking for salary increases of between 10 – 15% due to these shortages. They are receiving a lot of interest but very few are achieving salary increases at the higher end of that scale.

Vinokelly has significant experience recruiting for regional roles in drinks. Each area has its own specificities and it does affect the type of candidate available and salaries. The Lake District has few candidates living in the area yet is a region of significant interest for hiring. Whether or not hiring managers need their territory manager living in the area or someone who can cover large distances makes a difference to the search.

On-trade Wholesale customers & Indies coverage is mostly part of the customer base for regional/territory managers. There are a few occasions where these roles are split out for specific focus and depending on the coverage salaries could be along regional on national lines. If a stand-alone role this is a very small people market and salaries can vary considerably depending on the specific contacts/customers the person has.