Kliro Capital Partners has reorganised its beverage alcohol assets, resulting in the creation of Fortitude Spirits Group.
The investment group, which acquired UK-based spirits brand owner and distributor Intercontinental Brands in July last year, has appointed Ed Cottrell (below) as CEO of the business: Fortitude Spirits Group, which opened its headquarters in London two months ago, comprises ICB Distillers, distribution division Fortitude Drinks UK and the brands-focused Fortitude Spirits unit.
Cottrell’s career in alcohol commenced in 1996, when he joined Diageo, rising to become GM of the Justerini & Brooks high-end wine business in 2004. His 13 years with the brand owner was broken by two years at Bibendum in London, before leaving the group in early 2012 when he was head of customer collaboration.
He returned to the industry with William Grant in late 2015, spending five years as MD of global travel retail operations for the Hendrick’s brand owner.
Cottrell joins Fortitude from Dubai-based Maritime & Mercantile International, for whom he was head of category for beverages.
“Ed brings a unique combination of UK commercial insight together with premium brand international expertise,” said Kliro co-founder & Fortitude chair Warren Scott. “His roles at Diageo … provided hands-on experience in the highly-competitive UK spirits industry across different categories and price points, both in the on- and off-trade. His time at William Grant & Sons and more recently with MMI, have enabled him to be at the forefront of international premium brand development providing detailed insight into European, Middle East and Asian spirit markets.
“As we move into 2025, Fortitude Sprits Group under Ed’s leadership, will accelerate the building of its own premium brand portfolio together with a collection of exciting third-party-owned international brands. Ed will also lead the expansion of the international operations of the group through the appointment of appropriate country distributors in key overseas markets.”
Among the brands inherited from the purchase of ICB were Cactus Jack schnapps, Hawksbill rum and Rozél vodka.
