Meet The Team - Martin Mullin, Regional Sales Manager

Mar 03, 2026

Introducing Martin Mullin, our new Regional Sales Manager at Drinks Inc. AFT.

With seven years of experience at AFT, where he progressed from Business Development Manager to General Manager, and the last 18 months within the Musgrave/Drinks Inc. family, Martin brings a wealth of hands‑on industry knowledge and leadership to his role. Having learned deeply from working in a close‑knit, family‑run business, he now steps confidently into this new chapter, supported by a larger portfolio, a dedicated sales team, and a strong ambition to drive growth across the region. Martin is passionate about developing customer relationships, supporting the sales team, and helping businesses thrive, and he’s excited to get out into the trade and meet even more of our customers.

How long have you worked with Drinks Inc. AFT?

I worked with AFT for 7 years, and with Musgrave/Drinks Inc. for the past 18 months. I originally joined AFT, a family‑owned alcohol wholesaler in Omagh, as a BDM before moving into the day‑to‑day. For the last six years, I held the role of General Manager. I’ve now taken up a new position as Regional Sales Manager with Drinks Inc. AFT.
I thoroughly enjoyed working within a small family‑owned business, where I learned a great deal from the owners, Jane, Floyd, and Andrew. The experience I gained there has prepared me well for my new role within Drinks Inc. AFT and as part of the wider Musgrave family.
I’m looking forward to continuing to learn and grow in the business, supported by an enhanced product portfolio and dedicated sales team.

What does your role involve and who do you work closely with?

As Regional Sales Manager, my role involves growing the alcohol business within Drinks Inc. AFT and supporting the sales team as they develop their territories. This includes securing new on‑ and off‑trade customers and developing our existing customer base through range expansion and tailored support, ultimately helping our customers grow their own businesses.
A key focus is ensuring excellent customer service through friendly, accurate, and timely field communication, so we fully understand and meet the needs of our customers.
To achieve all this, I work closely with Peter (Sales Manager), the sales office team, finance, the warehouse and transport teams, and of course our BDMs, who are out in the market daily. I’m looking forward to getting out into the trade and meeting more of our customers over the coming days and weeks.

What do you like to do in your spare time?

I’m a big sports fan, especially football. Although I won’t go into too much detail on that at the moment (it’s not going well!).
I enjoy clay pigeon shooting and going for walks. I also have a motorbike that I take out on sunny days… which, living in Northern Ireland, means not very often!
Socialising and family time are very important to me. I love spending quality time with my family, especially my three‑year‑old granddaughter Ruby, who lights up any room and keeps us all on our toes.

Your favourite Drinks Inc. AFT product?

I enjoy a nice, cold, crisp, refreshing pint of Bud Light after a busy week.
I’m also a fan of the La Belle Angele wine range, particularly the Cabernet Sauvignon, which is one of the many agency lines in the Drinks Inc. AFT portfolio.

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