Whisky Market Apprentice (AL, CA, FL, GA, MS, NC, SC, TN, TX, VA)

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Job Summary

George Dickel is looking for self-motivated Market Apprentices in a variety of markets to represent George Dickel Tennessee Whisky. 

We are looking for someone who has their finger on the pulse of what is happening on the ground in this essential market, acts as the “face” of self-reliance and authenticity in their environment, and has excellent relationships with stakeholders, customers, and consumers. The candidate will possess a passion for whiskey in all aspects, from the craft behind how it’s made to the heritage, history, and nuances of the category. They will also demonstrate an ability to bring great drinks, independent lifestyle brands, and smart marketing concepts, to life.

They will have an acute ability to identify emerging trends & insights, and will be tenacious in translating this knowledge into commercial actions quickly. They will ultimately be a critical piece for making the plan and delivering the business in their respective market.

Dickel Market Apprentices are evangelists of Cascade Hollow Distilling Co., responsible for keeping Dickel and future Cascade Hollow brands top of mind with both Distributors AND Trade in priority markets in order to achieve Dickel’s volume and equity ambitions. The role has a heavy commercial focus, where the Apprentices will track against aggressive KPIs and goals in order to make the plans and deliver the business in their respective markets. A highly collaborative role with the Cascade Hollow Distiller/General Manager, the Dickel Market Apprentice role will consist of a combination of:

Sales/Trade Engagement:

As noted above, the Dickel Market Apprentice position has a strong commercial focus, where 50% of the candidate’s time will be focused on trade engagement that will primarily include, but not be exclusive to, building key account relationships, staff trainings, and menu placements.

Distributor Performance:

The other 50% of the person’s role will be focused on driving distributor performance by holding

tension/focus with the salespeople, as well as via education and alignment/tracking against volume & distribution targets.


A supporting third pillar of the role will involve an ongoing accountability to create, deepen, and amplify important influencer relationships in the market that will serve as recruitment advocates, while reinforcing George Dickel Tennessee Whisky credentials within the North American Whiskey category. Within the role, the George Dickel Market Apprentice will also drive top-of-mind awareness with consumers, while also exploring new opportunities in the on/off-premise and special events for the brand

Responsibilities and Duties


  • Lead the local George Dickel Market Apprentice program
  • Build strong relationships with on-premise/off - premise stakeholders and the extended bartending community
  • Conduct comprehensive training, tastings & events for internal and external customers and targeted consumers as requested
  • Work closely with local Diageo Marketing & Sales teams to identify opportunities, account needs, competitive activity, etc.
  • Identify potential and ABC compliant opportunities for George Dickel
  • Act as the face of George Dickel and the Cascade Hollow Distilling Co. in the market
  • Understand and follow all legal and compliance requirements of the industry and brand

Role Outcomes

  • Influencers and consumers to become advocates for George Dickel through their interaction with Dickel activity plan
  • Have effective, long-term relationship with key influencers leading them to endorse the Dickel brand
  • Influencers and consumers are educated on the quality and heritage of George Dickel
  • Effective relationships and collaboration with local commercial and distributor teams
  • Strong and compelling reach across Social Media channels

Qualifications and Skills


  • Excellent knowledge of the drinks industry and three-tier system. Additional passion for lifestyle brands
  • Proven passion to evoke a brand’s qualitative aspects in both formal and informal settings and bring a brand to life
  • Experience in understanding the motivations of bar owners, managers, and service staff
  • Effective presentation skills
  • Proven training ability, persuasive selling skills, and passion for the drinks business with respect to customers and consumers
  • Strong network of account relationships in their market and experience working with on and off-premise accounts and distributors in the area
  • Effective informal relationships across multiple industries within metro lifestyle sectors
  • Some experience in physical work and the basic use of tools, ladders, grips, and audiovisual set up
  • Compelling social media use
  • Sales experience in the spirits industry is a plus


  • Category knowledge across North American Whisky
  • Strong public speaking; ability to “think on their feet”
  • Operates proactively – and where necessary reactively – in order to beat the competition
  • The Market Apprentice is the personification of the brand in the market: in attitude, appearance, and personality
  • Relationship management with external and internal stakeholders
  • Ability to develop strong relationships with trade partners
  • Must be able to lift equipment and supplies up to 50lbs in weight
  • Manage a regional program budget


  • Professional, college educated preferred
  • Is a self-starter and can work independently for extended periods of time
  • Relationship building capability/charismatic personality
  • Computer skills
  • Excellent communication skills
  • Must be able to stand for long periods of time; standing, walking, stair climbing, lifting up to 50 lbs. are all required
  • Must be flexible and able to adjust to a changing environment, with an ability to multitask and prioritize
  • Must be willing to work weekends or extended hours as needed
  • Must be 25 years of age or older


Salary & Benefits – Commensurate with experience

Job Type: Full-time