Fox in the Well expands team
Drinks consultancy Fox in the Well has added Calum McFarlane and Ali Dedianko to its leadership team as it embarks on a new chapter.
Industry strategist Carly Foxwell founded Fox in the Well in 2019 with the aim of helping small drinks brands ‘scale with purpose and precision’.
McFarlane and Dedianko are said to bring extensive experience in areas such as channel strategy, trade engagement and advocacy.
The new hires coincide with a ‘business recharge’ for the consultancy, which will focus on three pillars: sharper commercial strategy, smarter commercial marketing and stronger trade engagement.
Foxwell said: “Over the past six years, we’ve worked with countless drinks brands and seen the same patterns emerge. Founders with brilliant ideas often operate with ‘brand’ and ‘commercial’ functions working in silos.
“Without cohesive commercial foundations, even great ideas struggle to translate into sustainable growth. Brands are under increasing pressure to deliver results with precision, especially as M&A activity in the sector drops.
“Our recharged approach closes the gap between vision and viability, providing expert strategies and targeted tools that drive real, measurable results.”
The consultancy will work with a growing network of specialist collaborators, providing expertise across export, digital commerce, sustainability and market insights.
It will also provide proprietary tools and frameworks to help brands scale independently as they navigate the path to long-term growth.
Fox in the Well has worked with brands such as non-alcoholic aperitivo Botivo and English rum Vapoura.
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