Store General Manager – Premium Wine & Spirits
SIPS – The Bottle Emporium

Location: Walnut Creek, Benicia, or Berkeley

Employment Type: Full-Time | On-Site

About
SIPS – The Bottle Emporium is a growing premium wine and spirits retailer committed to delivering an exceptional shopping experience through outstanding customer service, thoughtfully curated products, and knowledgeable, passionate employees.
As we expand our presence in the East Bay, we're seeking an ambitious, hands-on retail leader who can take ownership of a store's performance, build a strong team, and help elevate the SIPS customer experience.
This is an opportunity for someone who wants more than a traditional store management position. For the right individual, there is potential to grow into leadership responsibility across multiple SIPS locations.

The Opportunity
We are looking for a Store General Manager who combines strong operational discipline with exceptional customer service and salesmanship.
The ideal candidate is comfortable managing the business, developing employees, interacting with customers, and working directly on the sales floor.
You don't need to be a wine sommelier or spirits expert on day one. We value leadership, business judgment, customer engagement, initiative, and a genuine willingness to learn.
We want someone who takes pride in the store, leads by example, and approaches every day with an owner's mentality.

Key Responsibilities
Store Leadership & Operations
Oversee daily store operations, ensuring consistently high standards of execution.
Lead by example, remaining actively engaged with employees and customers.
Maintain exceptional standards for store appearance, cleanliness, organization, and merchandising.
Manage scheduling, labor efficiency, operational processes, and inventory controls.
Ensure compliance with applicable alcohol regulations, safety standards, and company policies.
Sales Growth & Customer Experience
Take ownership of store sales performance and actively identify opportunities for growth.
Deliver an exceptional, personalized customer experience.
Build relationships with regular customers, collectors, and premium wine and spirits enthusiasts.
Coach employees on product recommendations, upselling, and consultative selling.
Develop strategies to increase customer loyalty, transaction frequency, and average purchase value.

Team Development
Recruit, train, motivate, and develop a high-performing store team.
Establish clear expectations and hold employees accountable.
Create a positive, energetic, professional work environment.
Identify and develop future store leaders.
Merchandising & Inventory
Maintain an attractive, well-organized assortment of wine, spirits, and related products.
Monitor inventory levels, product availability, and inventory accuracy.
Work with leadership and vendors to improve product selection and merchandising.
Identify trends, customer preferences, and new product opportunities.
Help maximize inventory productivity while minimizing shrink and unnecessary stock.

Business Performance
Monitor sales, labor, margins, and other key performance indicators.
Understand the financial drivers of a successful retail operation.
Implement company initiatives and follow through on execution.
Identify operational inefficiencies and recommend improvements.
Collaborate with ownership and senior leadership on business growth opportunities.

Required Qualifications
Demonstrated success in retail management or a comparable customer-facing leadership role.
Strong leadership, communication, and employee development skills.
Proven ability to drive sales and deliver exceptional customer service.
Excellent organizational skills, accountability, and attention to detail.
Comfortable working directly with customers and employees throughout the day.
Strong work ethic, sound judgment, and a proactive approach to problem-solving.
Ability to satisfy applicable California alcohol retail employment requirements.

Schedule & Availability Requirements
Must be willing and available to work frequent weekends and holidays, including peak retail periods.
Must maintain a flexible schedule based on business needs, including evenings and high-volume shopping days.
Expected to be actively present and lead by example during the store's busiest and most important sales periods.
Must understand that weekends and holidays are critical to the success of a premium wine and spirits retail business.

Preferred Qualifications
Experience in premium retail, wine and spirits, specialty foods, hospitality, or another service-oriented retail environment.
Familiarity with wines, whiskey, tequila, bourbon, and other spirits.
Experience managing larger teams or multiple retail locations.
Strong relationship-building and consultative selling skills.
Wine and spirits expertise is a plus but not required. We are equally interested in exceptional retail leaders who have the curiosity and motivation to develop.

Compensation & Growth Opportunities
Base Salary: 85,000–110,000 annually, depending on performance & experience
Short-Term Performance Bonuses: Eligibility for performance-based bonuses tied to individual performance, store results, and achievement of company objectives.
Long-Term Incentive Bonuses: Eligibility for additional long-term bonuses based on sustained performance, business growth, and contributions to the company's success.
Career Advancement: Opportunity to grow into multi-store leadership, potentially overseeing two or all three SIPS locations.
Leadership Exposure: Work directly with ownership and senior leadership in a growing