What’s a Territory Manager?

  • October 7th, 2016
  • By Bobby Wagland

From being stopped in parking lots by curious strangers to giving police officers the thumbs up as they shout “More Cowbell” while passing me on the highway, being a Territory Manager for a new Ontario craft brewery is a ton of fun. Here’s an idea of what a day in my shoes looks like.

LCBO visits are a huge part of our business, since they carry our Absent Landlord Country Kolsch in cans. I spend a lot of time visiting stores, creating great relationships with the team in each one, especially their Beer Ambassadors — specially trained and passionate beer drinkers who help match customers with the best craft and premium beers — what an awesome job, right? They’re also the people responsible for deciding which brands to carry, so we do tastings with their staff to explain who we are, to help answer any questions, and of course, to try our delicious beer!

Building relationships with restaurants, brew pubs, and bars is another major focus for us – people choose where to eat and drink based on a number of different factors. One of these factors is the selection of beers available. With so many different craft beers at your fingertips these days, these restaurants and pubs have a tough job deciding which ones best fit their location. It’s our job to tell them our story and match them with Cowbell beers that best suit their menu.

Events are a fun part of the gig too. My favourite events are craft beer festivals, where we get to talk to hundreds, if not thousands, of people about Cowbell’s plans for a destination brewery (Spring 2017 can’t get here fast enough!), our upcoming series of draught only beers (a limited-release of one-off beers EVERY MONTH), or just chatting about what an exciting time it is be a craft beer fan.

Having a creative genius for a Brew Master is pretty cool, too. It’s pretty awesome when he hands me a fresh bottle of his latest creation and says, “tell me what you think,” or when I visit the brewery to taste upcoming seasonal beers directly from the tank.

What’s the absolute best part of having a job where you get to talk about beer all day? The culture. A wise man once said, “It’s beer. It’s supposed to be fun. If it’s not fun, why are we doing it?”

In the words of Christopher Walken, I’ve gotta have more Cowbell!