ONLINE TRAINING COURSE
Winning New Business
The complete go-to-market sales training for challenger drinks brands
The drinks trade doesn't reward a generic approach to selling. It rewards those who understand the ecosystem, know which accounts to target and can walk into a customer meeting with a clear, commercial argument for why their brand belongs on the shelf, backbar or menu.
We are Fox in the Well, the trusted commercial consultancy behind this purpose-built online sales training for UK drinks brands. It’s designed to give founders, sales hires and small teams the framework, skills and confidence to win your first 250 trade accounts and make sure they perform.
Most sales training in the drinks industry will send you out into trade with a product sheet and a tip to “lead with the liquid”.
We think there’s a better way.
Winning New Business is an approach to securing on and off-trade accounts that:
Reflects the modern drinks industry – dynamic, commercially grounded and culturally tuned in, as your sales approach should be.
Built on strong foundations and strategic thinking – with the live sales environment in mind so you can apply what you learn from day one.
Never forgets that people buy from people – bringing your personality and point of view into every interaction.
Grows with your account base – the framework you’ll use to win early accounts – at an outlet level with independent retailers and bars – can be adapted to bigger groups and managed operators.
“Winning New Business has everything I wish I’d been given when I first started selling in drinks. Calum, Ali and I have built this course from what’s actually made a difference for our clients including Botivo Drinks, Vapoura Rum and the Distill Ventures’ portfolio”
Everything you need
to win your first 250 accounts
Winning New Business is a full end-to-end framework, delivered as online training modules, built specifically for the drinks trade. Every module is designed to be practical and endlessly valuable — this is not box-ticking, nor is it theory you'll forget by Monday.
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From this:
→ Chasing the wrong accounts
→ Pitching all the product features
→ Inconsistent selling across the team
→ Winning listings that don't perform
→ Hoping bartenders and spirits advisors recommend you
→ A sales plan that lives in your head
→ Finishing a course and not knowing what to do next
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To this:
✔ Prospecting the right accounts with intent and efficiency
✔ Communicating a well-rounded commercial value proposition
✔ A shared framework everyone understands and sells from
✔ Activating accounts and driving rate of sale
✔ Onboarding accounts with clear marketing and advocacy support
✔ Tools ready to use from day one
✔ An action plan ready to take to market
Fully online, completely self-paced
You'll receive instant access to our training platform where you can work through every module in your own time, at your own speed, around the demands of a busy business.
Designed for founders, first sales hires and small teams building distribution across on- and off-trade, every module comes with practical tools and templates you can put to work straight away.
A complimentary 1:1 session with a coach is included in the course cost (worth £250), this is an opportunity to review your action plan and offer feedback before you take it to market.
Course overview
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How the drinks sales ecosystem works, from the basics of “the difference between the on-trade and off-trade" to how to navigate both with intent
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Prospecting, qualifying accounts and prioritising effort.
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Articulating why customers should care about your brand and building tools that support consistent selling.
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Understanding needs-based selling, questioning, handling objections and closing confidently
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Driving rate of sale through activation
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Turning insight into compelling customer-specific plans.
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Selling through advocacy and influencing the people who shape choice in venue.
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Bringing the full framework to life through end-to-end examples
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This is a 1:1 session with one of the coaching team to review the action plan you've built across the course with expert eyes.
Winning New Business is right for you if…
You're a founder and need a clear, structured approach to winning on-trade and off-trade accounts without burning time, margin or credibility.
You're new to the drinks industry and need to get up to speed quickly and start selling with confidence.
You're a small sales or marketing team and need to start selling from the same playbook and stop inconsistency costing you listings.
Templates, tools and frameworks to help you secure listings in off-trade and on-trade outlets, driving rate of sale with marketing and advocacy support.
Every module in Winning New Business begins with a video presentation by one of your coaches, includes course materials and downloadable templates, and ends with worksheet questions designed to build towards your sales plan.
By the time you complete the course, you'll have worked through every element - your target accounts, your commercial proposition, your approach to selling and activation.
Your 1:1 session with Carly, Calum or Ali is a chance to review your action plan. They'll chat through your thinking and offer any further guidance, so you can confidently head out to market and start securing the right listings for your drinks brand.
Meet Your Coaches
Carly Foxwell
Commercial strategy & route to market
Carly brings sharp commercial thinking to every element of the sales framework, from pricing and route to market to building the structural foundations that allow a brand to scale profitably. Her approach will help you move beyond instinct and into disciplined, strategic decision-making.
Calum McFarlane
Commercial marketing & channel strategy
Calum bridges the gap between brand marketing and sales, he’s focused on developing the selling stories, value propositions and sales materials that connect brand, product and commercial value through ultra-effective channel strategy.
Ali Dedianko
Trade advocacy & market presence
Ali builds impactful advocacy strategies that drive trade engagement and market presence for long-term success. With a background spanning some of the world's most iconic drinks portfolios, she knows how to build genuine influence at every level of the trade.
So you’re ready to start selling drinks and win your first 250 accounts?
Let’s get started.
Winning New Business
Get the complete commercial guide to winning your first 250 accounts
£950+ VAT
✔ 8 modules with video tutuorials, tools and worksheets
✔ Includes a full introduction to selling into on- and off-trade accounts
✔ Instant access to 24-7 online dashboard
✔ 1:1 coaching session with industry expert
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Frequently Asked Questions
If you’ve got a question and we haven’t covered it here - send an email to hello@foxinthewell.com
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It's built for founders, early sales hires and small sales and marketing teams at scaling drinks brands.
If you’re not new to selling but you are new to the drinks ecosystem, this is the perfect introduction and mindset to approach the trade.
If you're looking to move from behind the bar or a hospitality position into a brand role, this is a great training course.
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Yes! Every module, example and framework is grounded in the realities of the drinks trade. This isn't generic sales training with a dash of drinks, it’s for people working in the drinks industry every day.
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As soon as you’ve completed your purchase! You’ll receive an email with a link to setup your account and the course will be waiting for you.
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If you're new to drinks, we recommend tackling the course 1 module per week whilst you have some live sales conversations in progress.
If you're more familiar with the content, you can complete the course in as little as 1 day, but we always recommend pacing the modules to make space for real world application.
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Yes, we can deliver a bespoke in-person training course that’s right for your company’s size and needs. Send an email to hello@foxinthewell.com.
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Absolutely. This is a complete approach and mindset for selling in the drinks industry, from beginning to end. We’ve built in all the learnings we wish someone had told us when we first started out.
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Get in touch via the contact form or email hello@foxinthewell.com and we’ll get back to you as soon as possible.