Daniel Williams

Lead the on-trade launch of Mixton’s Cocktails, driving national distribution through existing networks across national accounts, key accounts, and independent free trade, while also establishing listings with multiple national and regional wholesalers. Successfully delivered over 500% above budget against New distribution points within the first three months, significantly outperforming commercial forecasts. Secured and activated several national account listings across full estates, ensuring strong rate of sale and brand visibility at venue level. Recruited, trained, and managed a 16-strong on-trade activator intern team to support resale, staff engagement, sampling, and brand recognition, playing a key role in building Mixton’s long-term on-trade growth strategy.

• Leveraged extensive brand experience to integrate all areas as Sales Account Manager in a completely green patch, generating over £2,500,000 in revenue across bar, restaurant and club sectors within my first year
• Led new and expanding team, supervising telesales and business development managers' goals
• Managed over 77 accounts, supplying products ranging from bottled water to premium champagne and wines across South Coast
• Worked closely with key brewing partners to drive incremental growth across high-volume pubs, bars, and restaurant groups. Focused on activating and prioritising brewery brands within on-trade accounts, identifying distribution and rate-of-sale opportunities, and delivering tailored ranging, visibility, and promotional strategies to increase volume, value, and brand presence across the estate.nd London.
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• Collaborate with innovative spirits brands across UK, focusing on South Coast regions including Brighton, Southampton, and Kent.
• Leveraged extensive bartending expertise to energise brands through targeted training sessions, activations, and innovative cocktail creations.
• Collaborated with accounts including Cazcabel Tequilla, CUT rum, and Silent Pool gin, showcasing an exceptionally diverse portfolio to any bar.

• Managed South East England territory, establishing a robust account base primarily within nightlife sector, collaborating closely with cocktail bars, clubs, and restaurants.
• Leveraged diverse portfolio to adapt sales techniques across luxury hotels and high-end nightclubs on a daily basis.
• Excel in acquiring new business and enhancing brand visibility in established accounts
• Expanded account base to exceed 117 listings of complete spirits and Champagne portfolio.
• Deepened expertise in brands, achieving WSET Level 2 certification in wines and spirits
• Organised bespoke events to enhance brand visibility across southern regions, particularly during Brighton Cocktail Week, demonstrating autonomy in creating unique Belvedere experiences while collaborating with premier bars and clubs in the city.
• Cultivate relationships with account base while maintaining strong communication with regional and national wholesalers to ensure optimal pricing and service for customers

• Oversaw entire South Coast, securing new business through free trade, Enterprise, and Punch accounts and managing relationships with regional wholesalers.
• Enhanced Kopparberg's market presence by incorporating more than 151 distribution points in premier bars of Brighton, Southampton, and Reading.
• Secured agreements with seven leading pub and event groups, generating 14,000 additional cases annually.
• Secured new listings for Kopparberg Cider in prominent bars throughout specified region.
• Enhanced business operations by swiftly addressing customer requirements with professionalism.
• Oversaw regional investment budget allocation.

• Company Overview: Working for one of the most successful companies in the world.
• Working for one of the most successful companies in the world has been one of my highlights in my adult life, the training, support and experience I gained has made me become a much more confident sales person.
• My day-to-day work would include meeting with shop owners in NW London and negotiating new product to gain shelf space within their fridges.
• I would be pushing the brand as much as possible using barkers, stands and stickers.
• Dealing with sale orders of up to £1000.
• Organising stores.
• Working in a team of 4 to ensure Red Bull is the number one energy drink sold in the majority of shops in London.
• Face to face communication with managers and owners.
• Working for one of the most successful companies in the world.