About

We are a collective of drinks industry experts, blending deep sector knowledge with commercial expertise to accelerate your brand’s growth.

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Our team of experts

Carly Foxwell

Founder & Commercial Strategy Lead

Carly focuses on helping drinks brands develop robust commercial strategies - always striving for seamless alignment with the brand’s positioning.

RED BULL | CHAMPAGNE LANSON | BIBENDUM WINE

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Calum McFarlane

Principal Consultant - Commercial Marketing

Calum unlocks sales with ultra-effective channel strategy - bridging the gap between the brand marketing and sales capabilities at your business.

CAMPARI | DISTILL VENTURES | EDRINGTON

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Ali Dedianko

Principal Consultant - Advocacy & Innovation

Ali specialises in developing impactful strategies that build trade engagement and market presence, leading to long-term success.

LVMH | BROWN FORMAN

Our network of consultants & advisors

Our network complements our in-house expertise, bringing specialised knowledge across areas like export, sustainability, digital strategy, and investments. We draw on this diverse ecosystem of talent to create the perfect team to solve your strategic challenges.

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EMMA JAMIESON

Digital Marketing Strategy

JAMES GOGGIN

Import, Export & Distribution

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KIERAN SMITH (FCCA)

Financial Advisory

LEANNE WARE

Brand Activation & Advocacy

CAYLEE KRETSCHMER

North America Specialist

SOPHIE SAUNDERS

DTC & E-commerce

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VISHAL PATEL

Investment Strategy & Exit Planning

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Our Ethos

Drive purposeful growth

We help brands scale with intention, prioritising sustainable success over quick wins.

Act with clarity, not fluff

We deliver sharp, actionable solutions that cut through the noise and make real progress.

Teach solutions, grow skills

We empower and equip brands to thrive independently, fostering a growth mindset at every step.

Build relationships, not transactions

We invest in partnerships rooted in trust, authenticity and mutual success - no room for egos or empty agendas.

Keep it fun, stay positive

We bring energy and enthusiasm to everything we do, celebrating the vibrant spirit of the drinks industry.

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

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.

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Our trusted agency partners

Event Management
Trade Advocacy
Drinks Development
Drinks Styling
Liquid and product development
Business Management Services
Distribution and Logistics
Brand communications
Sales Agency
Accountancy