Woven
Case Study
Strategic challenge
Woven is redefining whisky for a new generation, moving past outdated stereotypes with an experience-led approach. The challenge? Pinpointing the right on-trade segments and consumer moments to drive trial and real distinction in an otherwise slow-moving category.
Key services
Fox in the Well worked closely with the Woven team to:
Develop a channel strategy by interviewing key decision-makers across the trade, analysing insights, and identifying five opportunity segments. We provided clear recommendations on the two most attractive consumer-focused segments.
Refine serve strategy, ensuring Woven’s highball program complemented venue needs while being commercially attractive.
Advise on activation strategy, integrating consumer and channel insights to shape a full customer-facing solution.
Results
By applying these insights and strategy recommendations, Woven successfully aligned their sales and distributor teams on the right trade segments. The result? Stronger menu presence, engaged trade partners and a clear roadmap for long-term on-trade growth.
