Phraya Rum
Case Study
Strategic challenge
Introducing NPD into an established portfolio business
Translating a global commercial focus into a local commercial playbook
Equipping a new sales team with the right where to play and how to win strategies
Ensuring that team is supported to deliver the plan
Key services
Fox in the Well worked closely with the Phraya team to deliver:
Commercial Strategy: We identified the highest-potential on-trade segments for Phraya, creating a clear framework that gave the sales team confidence on where to focus, who to target and why.
Commercial Marketing: We developed the commercial tools needed to win listings, including market and competitor analysis, customer value proposition, sales materials and a serve strategy designed to secure winning menu placements.
Trade Engagement: We refined Phraya's product and liquid positioning, created a comprehensive Ambassador Manual and delivered sales team briefing and enablement to ensure the strategy could be executed confidently in market.
Results so far
Phraya 8YO is winning more new listings than any other SKU in the client portfolio in London on-trade.
100% positive feedback from the sales team following the rollout.
Supporting new account wins and broader portfolio distribution across priority customers.
Timeline
Our support was delivered in phases, taking the project from discovery and strategy development through to sales enablement, coaching and implementation.
