Manager, Experiential Beverage Strategy - NYC

What makes this a great opportunity?

The Manager, Experiential Beverage Strategy is responsible for developing and executing beverage strategies that bring brand positioning to life across experiential, corporate, and trade-facing platforms. This role partners cross-functionally with brand, marketing, and commercial teams to deliver scalable serve strategies, impactful programming, and best-in-class hospitality experiences.

This role also incorporates a global perspective, leveraging knowledge of international beverage strategy, emerging cocktail trends, and cultural nuances to ensure relevance and scalability across markets beyond the U.S. and NYC HQ.

In addition, this role provides hands-on support within the NYC HQ bars during peak, high-volume, or priority moments, ensuring continuity of service, elevated guest experience, and operational relief for the NYC bartender when needed.

Role Responsibilities

Beverage Strategy & Brand Integration

• Together with brand teams and Chicago Mixologist, develop, recommend, and execute beverage/serve strategies that support the Crafted Liquid (signature taste) of our brands
• Leverage MBC (Mindful Beverage Creation) principles to translate the science of flavor into cocktails and serves that amplify and elevate the brand’s signature taste
• Translate liquid truth into recommended cocktails, rituals, and guest experiences
• Incorporate global beverage trends, techniques, and cultural insights to inform forward-looking, market-relevant drink strategies
• Partner with brand and marketing teams to ensure consistency across all touchpoints – from experiential through to POS & social media

Experiential & Event Support

• Lead beverage strategy for corporate communication events, brand activations as requested, and Suntory Holdings engagements
• Support execution of high-profile events both within the NYC HQ (in concert with the NYC bartender) and externally as a subject matter expert
• Provide on-the-ground support behind the bar at NYC HQ during high-traffic periods, key events, or staffing gaps to ensure seamless execution and hospitality excellence
• Ensure elevated hospitality standards and seamless guest experience delivery

Trade Engagement & Relationship Management

• Build and maintain strong relationships with key bartenders and bar partners in NYC, across the U.S., and select global markets as relevant
• Drive brand advocacy and visibility within the hospitality community
• Identify opportunities for partnerships, collaborations, and industry engagement

Education & Capability Building

• Develop and deliver brand education, training materials, and serve guidelines
• Support internal and external training to elevate product knowledge and storytelling
• Create scalable tools to ensure consistency in execution

RFPs & Cross-Market Collaboration

• Partner with the Chicago-based mixology lead to support RFP development and national programming
• Contribute to pitch work with beverage concepts and experiential ideas
• Collaborate across global and regional teams to ensure alignment, scalability, and sharing of best practices
• Adapt beverage strategies to meet the needs of diverse markets while maintaining brand integrity and Crafted Liquid principles

Experiential & Event Support

• Lead beverage strategy for corporate communication events, brand activations as requested, and Suntory Holdings engagements
• Support execution of high-profile events both within the NYC HQ (in concert with the NYC bartender) and externally as a subject matter expert
• Provide on-the-ground support behind the bar at NYC HQ during high-traffic periods, key events, or staffing gaps to ensure seamless execution and hospitality excellence
• Ensure elevated hospitality standards and seamless guest experience delivery

Qualifications

• 5–8+ years of experience in hospitality, mixology, beverage strategy, or related field
• Strong understanding of cocktail development, spirits, and bar operations
• Knowledge of global beverage trends, cocktail culture, and emerging techniques
• Comfort working hands-on in fast-paced bar environments as needed, particularly during high-volume events or activations
• Experience supporting brand activations, events, or experiential marketing
• Demonstrated ability to work cross-functionally with marketing and commercial teams

Skills & Competencies

• WSET certification is preferred
• Strategic thinking with ability to translate ideas into execution
• Strong relationship-building and influencing skills
• Creativity and innovation in beverage development and programming
• Project management and ability to manage multiple priorities
• High attention to detail and commitment to quality and hospitality excellence

Additional Information

• Location: New York City
• Travel: Moderate travel required for events and market support

Salary Range - The salary range for this role, based in New York is $110,000 to $125,000 along with an annual bonus, 401K match, profit sharing, and medical and wellness benefits. The salary range is commensurate with the candidate’s location, experience, and skillset.