Reyes Beverage Group is seeking an Off Premise Sales Manager in Richmond, California, a role focused on driving sales and market share within a key Northern California territory. This position comes as the company continues to invest in its infrastructure and workforce in the region, building on a significant expansion completed in 2024. The demand for skilled sales professionals in the beverage industry remains strong, particularly as consumer preferences evolve and the market becomes increasingly competitive.
The Off Premise Sales Manager will be responsible for developing and executing sales strategies targeting off-premise accounts – retailers like grocery stores, convenience stores, and liquor stores – throughout a designated area. This involves building strong relationships with key decision-makers, analyzing sales data to identify opportunities, and ensuring effective product placement and promotion. The role requires a deep understanding of the beverage market, strong analytical skills, and a proven track record of sales success. The position is part of a larger effort by Reyes Beverage Group to strengthen its presence in Northern California, a region it entered in 2019.
Golden Brands, which operates as part of Reyes Beverage Group, distributes over 60 million cases of beer, spirits, ready-to-drink cocktails, non-alcoholic options, and wine annually to more than 21,600 customers in Northern California, according to the company. This extensive distribution network is supported by over 1,795 employees and a fleet of 400+ trucks, operating from 10 facilities across the region, including one in Richmond.
Golden Brands’ Richmond Presence and Recent Expansion
Reyes Beverage Group’s commitment to the Richmond area is underscored by the recent opening of a latest, 481,000+ square foot facility for its Golden Brands – East Bay team in May 2024. The facility, which includes over 471,000 sq. Ft. Of warehouse space and more than 10,000 sq. Ft. Of office space, began operations on May 6, 2024, with the delivery of 44,000 case equivalents of product. The investment reflects the company’s confidence in the long-term growth potential of the Northern California market.
The new Richmond facility is designed with sustainability in mind, featuring 100% LED lighting, 14 employee EV chargers, and 2.5 MW of solar panels expected to be fully functional by December 2024. The company also operates a fleet of 12 electric-powered trucks. These environmentally-conscious features align with Reyes Beverage Group’s broader Corporate Social Responsibility initiatives, detailed in their 2023 CSR report.
The Role of the Off Premise Sales Manager
The Off Premise Sales Manager position requires a candidate with a strong understanding of the three-tier distribution system common in the beverage alcohol industry. This system separates producers, distributors, and retailers, and requires effective collaboration between all parties. The manager will be responsible for developing and maintaining relationships with key retail accounts, negotiating promotional programs, and ensuring that products are properly stocked and displayed.
Key responsibilities will likely include analyzing sales data to identify trends and opportunities, developing and implementing sales plans, managing a team of sales representatives (depending on the size of the territory), and monitoring competitor activity. Strong communication, presentation, and negotiation skills are essential for success in this role. The ability to analyze market data and translate it into actionable strategies is also critical.
Golden Brands and Reyes Beverage Group: A Growing Force
Golden Brands joined Reyes Beverage Group in 2019, expanding the group’s reach into Northern California. Golden Brands distributes a wide range of beverages, from beer and spirits to ready-to-drink cocktails and non-alcoholic options. Reyes Beverage Group, as a whole, is a leading beverage distributor in the United States, serving a diverse customer base across multiple states.
The company has been recognized for its employee engagement, earning certifications as a Great Place to Perform in 2021, 2022, 2023, 2024 and 2025. This focus on employee satisfaction is seen as a key driver of its success. Golden Brands currently employs over 1,795 full-time employees and operates across 10 facilities in Northern California, including locations in Sacramento, San Francisco, San Jose, Stockton, Chico, Truckee, Richmond, Redding, Watsonville, and Sonoma.
Applying for the Position and Next Steps
Interested candidates are encouraged to review the full job description and apply directly through the Reyes Beverage Group careers portal. The company is an equal opportunity employer and values diversity in its workforce. The specific qualifications and requirements for the Off Premise Sales Manager position will be detailed in the job posting.
The beverage industry in Northern California is dynamic and competitive. Reyes Beverage Group, through Golden Brands, is positioned for continued growth, and the Off Premise Sales Manager role offers a significant opportunity for a motivated sales professional to contribute to that success. The next update regarding the company’s expansion and performance is expected during the release of its first-quarter earnings report in April 2026.
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