Drinks Industry Sales Training
For more than 20 years, Chris Murray has worked with producers, distributors, importers and suppliers across the wine, spirits, beer and drinks sectors.
From independent merchants to national distributors and global brands, the challenges are often remarkably similar:
- Winning new business in competitive markets.
- Growing existing accounts.
- Creating commercial conversations beyond price.
- And helping knowledgeable people become more confident and effective in customer-facing roles.
Industry Experience
Chris has worked with organisations including:
- Berkmann Wine Cellars
- Bibendum
- Berry Bros. & Rudd
- Refreshment Systems Ltd
- Jascots
- Timothy Taylors
- Thatchers
- Carlsberg
…to name but a few.
Common Challenges in the Drinks Industry
Many drinks businesses tell us they want to:
- Improve prospecting and new business development
- Grow existing accounts more effectively
- Move conversations away from price alone
- Improve commercial confidence
- Develop future sales leaders
- Create greater consistency across the team
If that sounds familiar, you’re not alone.
Drinks Industry Case Studies
What People in the Drinks Industry Say
“Chris has just conducted his first coaching session with us at Liberty Wines and I must say I LOVED IT! Chris opens your synapses and helps sort the wood from the trees. He obviously has a passion for wine which helps and truly resonated with us all during the session. He has boundless enthusiasm and manages to explain his points succinctly whilst keeping it all fun and quite memorable. I look forward to working more closely with Chris in the future.”
Mike Stewart: Director of Regional Sales – Liberty Wines
“Attended Chris Murray – Selling with ease 2 day masterclass and found it incredibly helpful in my sales role. Really made us look at things differently and Chris took the time to explain certain topics that most trainers would brush over!”
Scott Dunn: Business Development Manager – Timothy Taylor’s
“Just finished the brilliant two Day Business Development Masterclass with Chris. I think the course was brilliant with plenty of tools and info that I will for sure put into practice.”
Yann Lucas: Sales Account Manager – Berkmann Wine Cellars
Why It Works
The drinks industry doesn’t need generic sales training.
It needs practical commercial development that respects industry knowledge, customer relationships and the realities of the market.
That’s why Chris’s approach focuses on trust, questioning, account growth and business development rather than scripts, pressure or role play.
Talk to Chris Murray
Whether you’re developing salespeople, account managers or future sales leaders, you’re welcome to arrange a conversation with Chris.
No sales pitch. No obligation.
Just a chance to discuss your situation and decide whether there’s a fit.
Talk to Chris Murray Here