General Manager

Hansen Distillery is one of Canada’s most exciting craft spirits brands. Based in Edmonton, Hansen produces premium small-batch whisky, gin, and vodka brands including Roughstock Canadian Whisky, Trouble Gin, Barn Owl Gin, Vault Whisky, and Northern Eyes Vodka. With strong regional roots and growing national recognition, Hansen has built a reputation for quality, innovation, and authentic Canadian craftsmanship. The company continues to expand its market presence through strategic partnerships, experiential marketing initiatives, and high-profile brand collaborations. Most notably, Hansen is currently finalizing an agreement with one of Canada’s most iconic professional sports franchises, a partnership expected to significantly elevate brand visibility and accelerate growth across key markets. Position Overview Hansen Distillery is seeking a highly motivated and commercially focused General Manager to oversee and grow the distillery’s operations, tasting room, retail business, and overall revenue performance. This opportunity includes an equity component for the right individual. This role is ideal for a leader who thrives in high-growth environments and wants to play an active role in scaling a premium consumer brand. The General Manager will be responsible for increasing tasting room traffic, driving retail and wholesale sales, activating strategic partnerships, expanding event and hospitality relationships, and identifying new revenue opportunities across consumer, wholesale, and direct-to-consumer channels.

The successful candidate will bring strong leadership capabilities combined with experience in hospitality, beverage alcohol, retail, or consumer sales environments, along with a passion for premium customer experiences and brand development. Key Responsibilities: Sales Leadership & Revenue Growth Lead all revenue-generating activities across the tasting room, retail store, events, and brand activations Develop and execute sales strategies to increase direct-to-consumer sales and overall transaction value Drive tasting room traffic through promotions, partnerships, experiential marketing, and community engagement initiatives Identify and pursue new business opportunities including: Corporate gifting programs Private events and venue bookings Hospitality and tourism partnerships Retail collaborations Wholesale and on-premise opportunities Analyze sales metrics and implement strategies to improve conversion rates, customer retention, and repeat business Collaborate with ownership on pricing strategies, merchandising, promotional campaigns, and product launches Establish monthly and quarterly sales targets while holding teams accountable to key performance indicators Lead Hansen’s direct-to-consumer e-commerce growth strategy nationally Support the development of wholesale relationships across Alberta and expanding Canadian markets Work closely with remote sales teams and junior commercial staff to coordinate account management and business development initiatives Maximize the value of the Oilers and Rogers Place partnership through hospitality activations, in-arena programming, event tie-ins, and promotional initiatives Tasting Room & Customer Experience Create a premium and highly engaging customer experience that reflects the Hansen Distillery brand Lead all tasting room operations with a strong focus on customer engagement, upselling, and relationship-building Oversee customer education initiatives including tastings, tours, cocktail experiences, and product storytelling Develop seasonal promotions, experiential campaigns, and limited-release events to increase customer engagement and foot traffic Ensure staff are highly knowledgeable on products and capable of confidently leading sales conversations Retail Operations Oversee retail merchandising, inventory management, product presentation, and promotional execution Monitor retail trends and customer purchasing behavior to optimize product mix and sales opportunities Ensure the retail environment consistently reflects a premium craft beverage brand experience Implement strategies to maximize merchandise, apparel, and accessory sales alongside spirit offerings Team Leadership & Performance Management Build, lead, and motivate a high-performance hospitality and retail sales team Train staff on customer engagement, premium service standards, upselling techniques, and brand storytelling Foster a culture centered around accountability, hospitality, energy, and sales performance Conduct regular coaching sessions, performance reviews, and ongoing employee development Directly manage and mentor a Junior Sales & Marketing Coordinator supporting commercial growth initiatives Operational Management Oversee daily operations of the distillery, tasting room, and retail business Ensure operational efficiency across staffing, scheduling, customer service, inventory management, and reporting Collaborate closely with production and ownership teams to align inventory levels with sales forecasts and promotional activity Develop standard operating procedures and scalable operational systems to support growth and consistency Financial & Strategic Oversight Manage budgets, operating expenses, inventory controls, and labor costs Review daily, weekly, and monthly KPIs related to sales performance, profitability, and margins Support ownership in executing long-term strategic initiatives and expansion opportunities Provide recommendations on new revenue streams, partnerships, and market opportunities Compliance & Brand Representation Ensure compliance with all AGLC regulations, liquor licensing requirements, and health & safety standards Represent Hansen Distillery professionally within the hospitality, tourism, and Alberta craft beverage industries Act as a brand ambassador at events, tastings, trade shows, and industry functions Qualifications & Experience 5+ years of leadership experience within hospitality, beverage alcohol, retail, consumer products, or experiential sales environments Strong background in sales management, business development, or revenue-focused operations Proven success driving customer engagement and increasing hospitality or retail revenue Experience managing teams within fast-paced customer-facing environments Strong understanding of premium customer experiences and brand positioning Experience within craft beverage, distillery, brewery, winery, or hospitality sectors is considered a strong asset Entrepreneurial mindset with the ability to identify and execute growth opportunities Strong financial acumen and operational management capabilities Familiarity with Alberta’s AGLC regulatory environment and craft spirits market is preferred Compensation & Equity Base salary: $80,000 – $110,000 depending on experience Performance bonus tied to revenue and commercial KPIs Equity participation opportunity — 5% ownership stake vesting over two years Benefits package Product allocation program This is a rare opportunity to join a growing Canadian craft spirits brand with national exposure, strategic sports partnerships, and significant long-term upside potential.