Following the strong response to Fero's webinar Match Fit for Retail that was hosted last month, Fero are launching Retail Office Hours. This is a series of free, one-hour advisory sessions for drinks companies and brands that are considering a move into retail, or who have a listing on the horizon and want to get it right.
Each session pairs a drinks company directly with Barry Dick MW, previously a buyer at major grocers in the UK and formerly the BWS global bulk wine sourcing manager at Waitrose. With over 25 years experience across the drinks sector, and with buying and commercial experience from across the retail landscape, companies will get access to expertise that they can build on. There's no pitch, no cost and no obligation to use Fero, just direct, practical advice on what it actually takes to get onto a retail shelf and stay there.
"Match Fit for Retail showed us how much appetite there is for straight-talking, experienced guidance on retail," said Mitch Fowler, CEO and co-founder of Fero. "Retail Office Hours is about giving a small number of brands genuine access to that expertise, one-to-one, at exactly the moment they need it."
Barry Dick MW, market expert at Fero, said: "When a brand starts moving in retail, the hardest part is knowing whether it's genuinely ready and what to focus on as it scales. Retailers have clear expectations around the basics and it's easy to spend energy on the nice-to-haves while the fundamentals aren't quite in place. Having sat on the other side of the desk as a buyer, I know what that conversation looks like from the retailer's point of view. Retail Office Hours is our chance to sit down with companies and brands one-to-one, help them see where they can really unlock their potential and be honest about where they may need to pivot before the opportunity arrives."
What brands get
In a focused one-hour session, brands will work through:
- What retail buyers are actually looking for, category by category
- How to assess whether a brand is genuinely ready for a listing
- The commercial, operational and supply chain realities of getting onto and staying on the shelf
- Honest, tailored feedback on the brand's specific plans or opportunity
How it works
Applications are open now for a limited three-week window closing on 15 October, 2026. To make each session count, participating brands will be asked to share some commercial and brand information ahead of time. This way Barry Dick MW can prepare advice that's specific to that brand, rather than generic guidance and make sure businesses get the most out of that hour. Brands who'd rather not share that detail in advance are welcome to apply for a future round, but this format won't be the right fit for them this time.
Up to ten brands will be selected from applications received in the window. Priority will be given to brands actively considering entering retail, or who have a listing conversation already underway.
Interested brands can register their interest via the form before the 15 October 2026. If you are a current Fero client and would like to schedule a call, you are automatically entitled to this benefit, so no need to fill in the form. Simply contact you customer success manager directly.
Apply here.
