Director of Sales

Founded in 1989, BACAS Family Wines is a third generation, pioneering Canadian wine family with a portfolio of wine brands including Quails’ Gate, Old Vines, Ailm Estate, Plume, and Field & Flight.

Quails’ Gate Winery is located on some of the most renown, southern-facing vineyards in the Okanagan Valley. The property has been in the family since 1956 and features a retail wine store, highly acclaimed farm-to-table restaurant, bistro-style market, event space for catered functions and luxury accommodations.

As one of Canada’s most established and respected wine producers, BACAS Family Wines is committed to excellence in viticulture and winemaking, farming 450 acres of vineyards throughout the Okanagan Valley and continuously innovating to produce world-class wines. 

BACAS Family Wines is actively searching for a Director of Sales to join our organization. Reporting to the Chief Commercial Officer, the Director of Sales at BACAS Family Wines is responsible for driving revenue growth and strategic sales execution across all sales channels and brands within the portfolio. This includes oversight of wholesale distribution, direct-to-consumer (DTC) sales, e-commerce, corporate sales, and estate offerings (catering, accommodations, private events). The Director of Sales will build and execute a commercial strategy that maximizes revenue opportunities and strengthens brand equity across all channels.

What we are looking for:

• 5+ years related sales leadership experience or educational equivalent
• Understanding of wholesale and DTC sales models in Canada including experience working with key retailers in Western Canada.
• Proven track record of driving revenue growth in a premium beverage industry
• Relating & Networking – establishes collaborative working relationships with the other teams and internal business partners
• Operational Excellence – enthusiasm and commitment to continual improvement of organizational systems and processes
• Presenting & Communicating – projects credibility and speaks clearly; presents information clearly and in a way that is audience-appropriate
• Planning & Organization – plans and works in a systematic way; manages time efficiently
• Microsoft Office, proficient in Excel; Wine Knowledge and/or education an asset (i.e.: WSET)

Key Responsibilities:

Sales Strategy:

• Develop and implement a revenue-focused sales strategy for all BACAS brands aligning wholesale, DTC, corporate sales and estate offerings with aggressive growth targets.
• Expand and optimize wholesale distribution by increasing placements and velocity across key markets, working with agents, chain accounts and liquor boards.
• Lead revenue forecasting process, including setting targets, monitoring progress, and adjusting strategies as needed to meet or exceed company goals.
• Monitor sales performance and analyze key metrics to provide actionable insights for continuous improvement.
• Prepare and present regular sales reports to the senior leadership team, identifying trends, opportunities, and challenges.
• Participate in strategic planning discussions, contributing insights and recommendations related to price positioning, market trends and consumer behavior.

Sales Execution:

• Actively sell BACAS portfolio of wine brands alongside culinary and estate offerings in all channels with a holistic sales strategy that effectively positions each brand within different channels and market segments
• Develop and maintain strategic partnerships with local and external organizations to further promote portfolio awareness and expand distribution.
• Actively engage in promotional activities and initiatives to support brand awareness and drive consumer demand and sales in market.
• Industry and community ambassador for all BACAS Family Wines brands.

Agency Management:

• Oversee the management of agency relationships, ensuring alignment with company objectives and a consistent brand message.
• Collaborate with external partners to optimize distribution and market penetration.
• Negotiate terms and agreements with agencies and distributors to maximize profitability and reach.
• Develop and maintain strong relationships with key distributors, retailers, and customers to expand market share and maximize sales opportunities.
• Evaluate and optimize points of distribution to ensure each brand is accessible to the target audience and achieving optimal market coverage.

Sales Team Leadership:

• Lead, train and develop a results-driven sales team, fostering a culture of high performance, accountability, and continuous improvement.
• Set clear objectives for the team and ensure alignment with organizational goals.
• Ensure sales team accountability for meeting targets across DTC, corporate sales and wholesale channels.
• Work closely with the marketing, production, and operations teams to ensure sales strategies align with overall business objectives.

Total Rewards:

• Base Salary (Range: $100,000 - $140,000)
• Eligible for Annual Sales Incentive Plan
• Vehicle Allowance
• RRSP Matching (5%)
• Extended Health & Dental Benefits
• Employee & Family Assistance Program
• Complementary Wine Education Experiences
• Staff Appreciation Events
• Semi-Annual Company Gift Card Loads
• Hybrid Work Environment