Company Overview
Sullivan Rutherford Estate is a boutique, luxury winery located in Rutherford, the heart of Napa Valley. Founded in 1972 by James O’Neil Sullivan, who sought to create an estate that would become the center for producing world-class Merlot and Cabernet Sauvignon wines to share amongst his closest friends, family, and wine advocates.
Fifty plus years later, and under new leadership, Sullivan Rutherford Estate continues to build upon its legacy of excellence by expanding its reach in key markets across the country. Our commitment to producing exceptional wines is matched by our drive to build thoughtful, strategic distribution. As we grow our presence nationally, we are seeking passionate, experienced sales professionals to champion the brand and share our story in dynamic, evolving markets.

Position Summary
The California Regional Sales Manager is responsible for driving wholesale growth across the state of California by establishing new points of distribution (PODs), gradually increasing both the price positioning of the brand and volume of depletions through retail and on-premise chains, while building strong relationships with distributor partners and top-tier accounts. This role requires a high degree of autonomy, strategic thinking, and industry experience in the California market.
The ideal candidate brings strong chain and independent account relationships, is results-driven, and has a deep appreciation for fine wine and luxury brands. Success in this role requires more than just placements—it demands storytelling, trust-building, and the ability to translate the essence of the Estate into long-term partnerships. This is a unique opportunity to shape how the brand is experienced across California, reinforcing our luxury position while scaling smart, sustainable growth.

Overview of Key Responsibilities

Market & Brand Expansion
•  Lead brand expansion efforts by identifying and pursuing new PODs on a weekly and daily basis, targeting a balanced mix of high-impact off-premise and on-premise accounts aligned with the company brand.
•  Establish and implement a pricing strategy for the market that aligns with Sullivan Rutherford Estate’s luxury positioning, ensuring distributor understanding and buy-in at all levels.
•  Monitor pricing execution in the field, identifying and resolving discrepancies to protect brand integrity and margin.
•  Host account visits, collaborative sales days with distributor partners, and guided educational sessions designed to inspire advocacy and engagement.

Chain Account Management & Depletions
•  Actively manage relationships with California-based regional and national chain accounts. Partner with the national accounts team and brokers (where applicable) to support programming and secure compliance execution.
•  Drive depletions through targeted programs, hands-on account support, and proactive merchandising.
•  Monitor and report on pricing, shelf placement, and execution across key chain retailers.

Trade Engagement & Cross Channel Activities
•  Serve as a passionate ambassador for Sullivan Rutherford Estate, translating the heritage, craftsmanship, and story of the wines to both trade partners and consumers.
•  Build lasting relationships with sommeliers, wine buyers, and hospitality leaders who appreciate the nuance and artistry of fine wine.
•  Plan and execute trade-focused events including staff trainings, wine dinners, seminars, and educational tastings.
•  Work closely with the DTC and production teams to align messaging, support activations, and provide feedback from the field.

Distributor & Territory Management
•  Lead regular meetings and communication with distributor management and sales reps in California.
•  Provide brand training, goals, and market strategy to ensure consistent focus and execution.
•  Evaluate distributor performance, provide constructive feedback, and adjust tactics to optimize results.
•  Maintain accurate weekly/monthly reporting on POD growth, depletion trends, and retail programming.

Qualifications
•  Minimum 5 years of wine sales experience with a focus on the California wholesale market.
•  Strong knowledge of the California retail and on-premise landscape, including chain and independent account relationships.
•  Proven success in opening new PODs and increasing depletions through programming and strategic market execution.
•  Strong presentation, communication, and negotiation skills.
•  Proficient in CRM platforms and sales tracking tools (VIP, Karma, etc.).
•  Highly organized, empowered and accountable.

Physical Requirements & Work Environment
•  Must reside in California and be able to travel extensively throughout the state.
•  Time balance: 80% direct sales activities with key accounts and wholesalers and 20% sales analysis, communication and planning.
•  Must be able to lift and transport 50lbs (a case of wine) on a repeated basis.
•  Position must be available to work evenings, weekends, and holidays for trade events, tastings, and activations.
•  A team player who can play well with others and maintain focus in a fun and busy environment.
•  Versatility and a willingness to work on changing priorities with enthusiasm.

The salary range for this position is $90,000 - $180,000+. Total compensation is designed to reward performance, with a highly competitive variable incentive structure tied to individual and market results, offering significant upside potential.

Sullivan Rutherford Estate offers a comprehensive benefits package, including 100% employer-paid medical, dental, and vision coverage, a 401(k) plan with company match, and additional incentives.