Fox in the Well is a consultancy specialising in commercial strategy for growing drinks brands.

We offer clear, actionable strategies for brands at development, go to market and growth stages and work closely with founders to advise on execution and course corrections.

We work with brands in a tailored way, taking time to understand your brand architecture and your vision for future development.

We have extensive experience across brand and trade marketing, meaning that we understand the important balance between brand development and commercial growth for early stage brands.

“A Fox fell into a well and could not get out. A Wolf came by and started to ask questions and feel sorry for the Fox. Fox would rather have had a rope.” 
Fables of Aesop – The Fox in the Well


We provide actionable plans to deliver brand growth, always taking a holistic view encompassing production, sales strategy, trade and consumer marketing and funding.

Go to Market Planning

Investment & Fundraising Support


Ongoing Commercial Oversight


Network of UK-based collaborators specialising in drinks marketing, PR, events and operations, serve development, bartender and consumer education, supply chain and business finance.