Premium UK On-Trade Sales Manager/Brand Ambassador Search

About the Role

Umberto Cesari is an established Italian wine producer based in Emilia-Romagna, with a strong international presence and a portfolio of high-quality Italian wines.

As part of our UK growth strategy, we are seeking an experienced, well-connected commercial professional to develop the presence of our premium wines in London, with a particular focus on Liano, one of our flagship brands.

This is a strategic, relationship-driven role for someone who can leverage an established industry network to secure prestigious listings, strengthen brand positioning and develop long-term commercial opportunities.

The Ideal Candidate

We are looking for someone with:

• At least five years’ experience in premium wine sales, business development or key account management in London.
• An established network of influential sommeliers, wine buyers, restaurant owners, F&B directors and hospitality decision-makers.
• Strong relationships with premium restaurants, Michelin-starred venues, luxury hotels, private members’ clubs and specialist wine merchants.
• A proven track record of opening and developing high-quality on-trade accounts.
• Excellent knowledge of Italian wine and London’s premium wine market.
• Strong communication, presentation and brand-building skills, combined with an entrepreneurial and results-oriented mindset.

Experience with leading UK wine importers or distributors, such as Liberty Wines, Enotria, Berkmann, Bibendum or Armit, would be advantageous. WSET Level 3, Diploma or equivalent qualifications would also be valued.

Key Responsibilities

• Develop and implement a targeted London sales strategy.
• Secure new listings for Liano and selected Umberto Cesari wines.
• Build relationships with key buyers, sommeliers and hospitality groups.
• Establish the brands in strategically selected premium venues.
• Organise tastings, presentations and trade events.
• Represent Umberto Cesari within London’s wine and hospitality community.
• Work with the winery and UK distribution partners to develop commercial opportunities.
• Monitor market trends, competitor activity and account performance.

First-Year Objectives

The initial focus will be on building a selective, high-quality distribution network in London, with the objective of securing approximately 25–40 strategically relevant new listings within the first 12 months.

Success will be measured by the quality of accounts secured, the strength of industry relationships established and the increased visibility and reputation of Liano and Umberto Cesari within London’s premium wine market.

Our priority is quality over volume: building a sustainable foundation for future expansion across the UK.

Employment Structure

We are open to either a senior consultant/brand ambassador arrangement or a permanent position for the right candidate.

If you have the network, credibility and commercial expertise to develop a premium Italian wine brand in London and UK, we would welcome your interest.

Please submit your CV together with a brief introduction outlining your relevant experience and knowledge of the London and UK premium wine market.

If you are interested, please send your CV and covering letter to [email protected]