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STRATEGY that SELLS

Fox in the Well is a commercial consultancy for emerging drinks brands ready to sell better and scale with confidence.

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We help turn your drinks brand into a real business – one that wins on menus, shelves and online.

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Our services cover commercial foundations and go-to-market strategy, right through to trade advocacy to give brands looking to scale the thinking, tools and roadmap for long-term growth.

FOX IN THE WELL FOX IN THE WELL FOX IN THE WELL FOX IN THE WELL FOX IN THE WELL FOX IN THE WELL FOX IN THE WELL

Abstract logo with a martini glass containing an orange liquid and a yellow olive, next to the text "Fox in the Well" on a light background.

In Aesop’s fable, a fox falls into a well and can’t climb out. A passing wolf offers sympathy, but the fox doesn’t need kind words - they need a rope.

At Fox in the Well, we don’t just throw down a rope—we help drinks brands build the skills and strategy to climb out, and climb far.

Find out how
Find out how

NEW ONLINE COURSE

Passion gets you in the room. This wins you your first 250 accounts.

Most founders and startup sales teams learn to sell by trial and error. We’ve created a better way. 

Winning New Business is a complete, self-paced and online sales training course for drinks brands — built specifically for founders and early sales hires ready to win the right UK on- and off-trade accounts.

FIND OUT MORE
FIND OUT MORE
  • Distill Ventures logo established 2013 collaborators entrepreneurs

    "Carly and Calum bring a fresh, focused approach to commercial strategy — starting with brand and consumer, and ending in real commercial clarity and impact."

    Gareth, Distill Ventures

  • Bottle of Vapoura spiced rum next to a tall iced cocktail with mint garnish, dried citrus slices, and decorative elements on a marble surface.

    "Fox in the Well helped us turn our brand into a real business."

    Olly, Vapoura

    Find out how
  • Botivo botanical aperitif bottle with glasses of citrus drinks on a marble table, accompanied by sliced oranges and a decorative vase with flowers.

    "Thanks to Fox in the Well, we’ve been able to scale Botivo while keeping true to our mission."

    Imme, Botivo

    Find out how
  • People toasting with vibrant aperitif cocktails under a blue sky, with a bottle of Tanica Aperitif in the foreground.

    "Carly’s strategic vision and coaching, paired with Calum’s trade expertise, gave me the confidence to build and execute a clear commercial strategy."

    Adriane, Tanica

    Find out how

Who we’ve worked with

"Never Never Distilling Co." logo on a yellow background.
Logo with text 'WRAY & NEPHEW' on a yellow and black background.
Circle design with text: "Woven Whisky Makers, 155 Hoxton St, London."
BrewDog Distilling Co. logo with dog silhouette on yellow background.
Logo of Distill Ventures with stylized letters and established date 2013 on a yellow background.
The word "BOTIVO" in black, stylized polka dot text on a yellow background.
Get in touch
Get in touch
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