Beverages shop manager


Beverages shop managers assume responsibility for activities and staff in specialised shops.

Other titles

The following job titles also refer to beverages shop manager:

soft and alcoholic drinks shop manager
beverages and alcoholic drinks store manager
off-licence store manager
alcoholic beverages shop manager
beverages store manager
alcoholic drinks shop manager
alcoholic drinks store manager
off-licence manager
soft and alcoholic beverages store manager
soft and alcoholic beverages shop manager
alcoholic beverages store manager
off-licence shop manager
off-sales store manager
off-sales shop manager

Minimum qualifications

Bachelor’s degree is generally required to work as beverages shop manager. However, this requirement may differ in some countries.

ISCO skill level

ISCO skill level is defined as a function of the complexity and range of tasks and duties to be performed in an occupation. It is measured on a scale from 1 to 4, with 1 the lowest level and 4 the highest, by considering:

  • the nature of the work performed in an occupation in relation to the characteristic tasks and duties
  • the level of formal education required for competent performance of the tasks and duties involved and
  • the amount of informal on-the-job training and/or previous experience in a related occupation required for competent performance of these tasks and duties.

Beverages shop manager is a Skill level 3 occupation.

Beverages shop manager career path

Similar occupations

These occupations, although different, require a lot of knowledge and skills similar to beverages shop manager.

hardware and paint shop manager
toys and games shop manager
flower and garden shop manager
floor and wall coverings shop manager
second-hand shop manager

Long term prospects

These occupations require some skills and knowledge of beverages shop manager. They also require other skills and knowledge, but at a higher ISCO skill level, meaning these occupations are accessible from a position of beverages shop manager with a significant experience and/or extensive training.

purchasing manager
ICT vendor relationship manager
licensing manager
civil service administrative officer
ICT operations manager

Essential knowledge and skills

Essential knowledge

This knowledge should be acquired through learning to fulfill the role of beverages shop manager.

Alcoholic beverage products: The origin and composition of alcoholic beverages and cocktails, the way to match them with food and the way they have to be poured.
Sales activities: The supply of goods, sale of goods and the related financial aspects. The supply of goods entails the selection of goods, import and transfer. The financial aspect includes the processing of purchasing and sales invoices, payments etc. The sale of goods implies the proper presentation and positioning of the goods in the shop in terms of acessibility, promotion, light exposure.
Employment law: The law which mediates the relationship between employees and employers. It concerns employees’ rights at work which are binding by the work contract.

Essential skills and competences

These skills are necessary for the role of beverages shop manager.

Conform to alcohol regulations: Ensure legal standards and specifications, such as the alcohol levels of EU and the country of export, are met.
Ensure customer focus: Attitude that puts customers at the centre of the business in all cases.
Study sales levels of products: Collect and analyse sales levels of products and services in order to use this information for determining the quantities to be produced in the following batches, customer feedback, price trends, and the efficiency of sales methods.
Set up pricing strategies: Apply methods used for setting product value taking into consideration market conditions, competitor actions, input costs, and others.
Order supplies: Command products from relevant suppliers to get convenient and profitable products to purchase.
Manage budgets: Plan, monitor and report on the budget.
Maintain relationship with customers: Build a lasting and meaningful relationship with customers in order to ensure satisfaction and fidelity by providing accurate and friendly advice and support, by delivering quality products and services and by supplying after-sales information and service.
Manage staff: Manage employees and subordinates, working in a team or individually, to maximise their performance and contribution. Schedule their work and activities, give instructions, motivate and direct the workers to meet the company objectives. Monitor and measure how an employee undertakes their responsibilities and how well these activities are executed. Identify areas for improvement and make suggestions to achieve this. Lead a group of people to help them achieve goals and maintain an effective working relationship among staff.
Maintain relationship with suppliers: Build a lasting and meaningful relationship with suppliers and service providers in order to establish a positive, profitable and enduring collaboration, co-operation and contract negotiation.
Use different communication channels: Make use of various types of communication channels such as verbal, handwritten, digital and telephonic communication with the purpose of constructing and sharing ideas or information.
Recruit employees: Hire new employees by scoping the job role, advertising, performing interviews and selecting staff in line with company policy and legislation.
Obtain relevant licenses: Comply with specific legal regulations, e.g. install the necessary systems and provide the necessary documentation, in order to obtain the relevant license.
Apply regulations regarding the sale of alcoholic beverages: Comply to government regulations concerning the sale of alcoholic beverages and obtain a license if required.
Oversee promotional sales prices: Ensure that sale prices and promotions are passed through the register as they should.
Ensure correct goods labelling: Ensure that goods are labeled with all necessary labeling information (e.g. legal, technological, hazardous and others) regarding the product. Ensure that labels respects the legal requirements and adhere to regulations.
Negotiate sales contracts: Come to an agreement between commercial partners with a focus on terms and conditions, specifications, delivery time, price etc.
Enforce alcohol drinking laws: Implement local legislation surrounding the selling of alcoholic beverages, including its sale to minors.
Measure customer feedback: Evaluate customer’s comments in order to find out whether customers feel satisfied or dissatisfied with the product or service.
Enforce regulations of selling alcoholic beverages to minors: Ensure compliance with governmental regulations concerning the selling of alcoholic beverages to minors.
Apply procurement: Undertake ordering of services, equipment, goods or ingredients, compare costs and check the quality to ensure optimal payoff for the organisation.
Maximise sales revenues: Increase possible sales volumes and avoid losses through cross-selling, upselling or promotion of additional services.
Ensure compliance with purchasing and contracting regulations: Implement and monitor company activities in compliance with legal contracting and purchasing legislations.
Adhere to organisational guidelines: Adhere to organisational or department specific standards and guidelines. Understand the motives of the organisation and the common agreements and act accordingly.
Set sales goals: Set sales goals and objectives to be reached by a sales team within a period of time such as the target amount of sales made and new customers found.
Apply health and safety standards: Adhere to standards of hygiene and safety established by respective authorities.
Supervise merchandise displays: Work closely together with visual display staff to decide how items should be displayed, in order to maximise customer interest and product sales.
Monitor customer service: Ensure all employees are providing excellent customer service in accordance to company policy.
Manage theft prevention: Apply theft and robbery prevention; monitor security surveillance equipment; enforce security procedures if needed.
Negotiate buying conditions: Negotiate terms such as price, quantity, quality, and delivery terms with vendors and suppliers in order to ensure the most beneficial buying conditions.

Optional knowledge and skills

Optional knowledge

This knowledge is sometimes, but not always, required for the role of beverages shop manager. However, mastering this knowledge allows you to have more opportunities for career development.

Sommelier activities: Types and brands of wine and their compatibility with food.
Beverages production process: Manufacturing process of different types of beverages, alcoholic, soft drinks and other.

Optional skills and competences

These skills and competences are sometimes, but not always, required for the role of beverages shop manager. However, mastering these skills and competences allows you to have more opportunities for career development.

Advise customers on the preparation of beverages: Provide information and tips to customers related to the preparation of beverages such as cocktails and with advice on storage conditions.
Advise customers on alcoholic beverages’ harmony with food: Provide advice to customers related to which wines, liquors or other alcoholic beverages sold in the store can match with different types of food.
Handle sensitive products: Properly store and present sensitive products, taking care of relevant factors like temperature, light exposure, moisture levels, etc.

ISCO group and title

1420 – Retail and wholesale trade managers





  1. Beverages shop manager – ESCO
Last updated on August 8, 2022

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