Fortitude Spirits Group, which was launched in October 2024 by Kliro Capital Partners, has appointed Ed Cottrell as CEO. Cottrell will lead the company alongside chairman Warren Scott.

 

Fortitude Spirits Group is comprised of Fortitude Spirits, which creates and scales premium drinks brands; Fortitude Drinks UK, a drinks distributor; and ICB Distillers, which distils the group’s brands as well as third-party distilling. ICB was acquired by Kliro Capital Partners in 2023.

 

Cottrell has 28 years’ experience in the drinks industry, including 14 years at Diageo where he led wine and spirits merchant Justerini & Brooks. He has also been commercial director of Stonegate (formerly Enterprise Inns), managing director of William Grant & Sons’ global travel retail arm, and leading the category team at MMI. 

 

Scott commented: “I am delighted to welcome Ed to the Fortitude Spirits Group at an important point in our journey. Ed brings a unique combination of UK commercial insight together with premium brand international expertise.”

 

He continued: “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 3rd 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. This is an exciting time for Fortitude Spirits Group and Kliro Capital is looking forward to supporting Ed in pursuit of our ambitious goals.”

 

Cottrell added: “I am thrilled to be joining Fortitude Spirits Group. The management team is a good combination of new and established, the brand portfolio is exciting and well-positioned, and there are significant opportunities with our partners to grow at scale in both the UK and internationally. I am convinced we can build a highly respected UK based international spirits company in the coming years.”